Tinder Ads Take on Dating App Skeptics and Haters

Gen Z is Tinder’s biggest cohort, according to Danzi, but this generation has different perceptions of dating apps shaped by their experiences. One is that “they didn’t date before dating apps. For people new to dating, it’s vulnerable and hard,” Danzi said.

“Second, life milestones are happening later for Gen Z, if at all, which changes how much you’re prioritizing dating,” she continued. 

Danzi pointed to a promising trend, however: “We’ve seen a bit of a decline in situationships [a term for casual dating] and a rise in people taking charge of what they want and deserve. People are realizing it takes work,” she said. “That’s going to be a positive flip for how they date and the dating app category overall.” 

Over the coming year, people can expect more marketing and product innovation from Tinder “to help inspire that hopefulness,” Danzi said. “We understand that dating can be messier and more confusing than you wanted it to be. But we also know there’s hope and beauty on the other side.”