# Gen Z Dating Campaigns Tinder's 'It Starts with a Swipe' Shows Celebrates How Gen Z Connects By Laura McQuarrie | Published 2023-03-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/it-starts-with-a-swipe References: [adweek](https://www.adweek.com/creativity/tinder-swipes-right-on-inclusive-global-campaign-to-court-gen-z-daters/)  It Starts with a Swipe is the newest brand campaign from [Tinder](https://www.trendhunter.com/trends/tinder-it-starts-with-a-swipe), as well as the dating app's first-ever global brand campaign, and it celebrates the way [Gen Z](https://www.trendhunter.com/trends/hinges-phonebook) makes authentic connections. The campaign shot by French hybrid photo-digital artist Pol Kurucz helps to reposition Tinder as more than a hookup app and its format reminds of modern-day fairy tales. In fact, Tinder reports that "Recent data shows that long term relationships are Tinder members number 1 Relationship Goal, with 31% of Gen Z members looking for a long term relationship (going up to 40% with all members globally) and only 14% looking for a short-term connection." This new global campaign celebrates the many possibilities that are open to dating app users and it features a diverse cast and inclusivity as its heart. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 77% | Activity: 96% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Authenticity in Dating Apps:** Design campaigns that celebrate genuine connections and long-term relationships, rather than just facilitating hookups, to attract Gen Z users. - **Inclusive Dating Apps:** Develop dating apps that prioritize inclusivity, diversity, and equality to appeal to younger generations who value social justice and progressive values. - **Narrative-driven Branding Campaigns:** Create branding campaigns that tell stories and resonate with younger audiences who value storytelling, fairytale themes, and visual artistry. ### Sectors Adopting This - **Online Dating:** Innovate in the online dating industry by developing apps that prioritize authenticity, inclusivity, and storytelling to appeal to younger generations. - **Marketing:** Explore narrative-driven storytelling in marketing campaigns to appeal to younger audiences who value artistry, creativity, and brand values. - **Social Media:** Leverage the power of social media to promote inclusive and authentic dating apps, using user-generated content and influencer marketing to build buzz and attract Gen Z users. ## Related on Trend Hunter - [Rom-Com Dating App Campaigns](https://www.trendhunter.com/trends/tinder-it-starts-with-a-swipe.md) - [Playful Gen-Z Dating Campaigns](https://www.trendhunter.com/trends/crush-feelings.md) - [Bold Dating Campaigns](https://www.trendhunter.com/trends/dating-sunday.md) - [Reality-Themed Dating Campaigns](https://www.trendhunter.com/trends/tinder-5.md) - [Gen Z IRL Campaigns](https://www.trendhunter.com/trends/hinges-phonebook.md) - [Inclusive Gen Z Dating Apps](https://www.trendhunter.com/trends/feels-app.md) - [Gen Z-Targeted Voting Features](https://www.trendhunter.com/trends/election-center.md) - [Dating-App Holiday Campaigns](https://www.trendhunter.com/trends/bumbles-holiday-campaign.md) - [No-Swipe Gen Z Dating Apps](https://www.trendhunter.com/trends/noswipe-dating-app.md)