In anticipation of Earth Day and to cater to Gen Z consumers looking to connect over eco-friendly lifestyle choices, Tinder announced the launch of a 'Plant-Based Passion' setting to connect vegan and vegetarian members. Starting April 22, users can match with potential love interests who share similar eating habits.
“We’ve seen an increasing amount of love for environmentally-friendly dates in member bios, including a desire to meet up with fellow plant-based matches,” said Udi Milo, Vice President of Product and Growth at Tinder. “Now, daters can share their passion for sustainable living, one plant-based meal at a time.”
In addition, Tinder is partnering with Beyond Meat to gift the first 500 members who match with the Plant-Based Passion and add it to their profile a Plant-Based Picnic Pack for two, complete with a voucher for free Beyond Meat products.
Image Credit: Tinder
Key Themes Behind This Trend
- Eco-friendly Dating
- As environmental awareness continues to grow, dating apps can tap into a growing market by providing users with platforms that prioritize eco-friendly lifestyle choices.
- Plant-based Living
- The trend towards plant-based eating habits and lifestyles is gaining momentum, offering opportunities for collaborations between dating apps and environmentally-conscious food brands.
- Niche Dating Apps
- The success of this collaboration highlights the potential for niche dating apps that cater to specific lifestyle choices and interests, offering a more targeted and personalized experience for users.
Where This Applies
- Food and Beverage
- Collaborating with dating apps to promote plant-based eating habits offers food and beverage brands a unique marketing opportunity to reach a growing audience of environmentally-conscious consumers.
- Technology
- Dating apps, such as Tinder, can continue to innovate by adding new features and settings that cater to niche markets, increasing user engagement and retention.
- Sustainability
- The rise of eco-consciousness presents opportunities for businesses to prioritize sustainability and develop eco-friendly products and services that resonate with consumers.
