Tinder Ads Take on Dating App Skeptics and Haters

Gen Z is Tinder’s largest 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,” said Danzi.

“Secondly, life stages are happening later for Gen Z, if at all, which changes how they prioritize dating,” he continued.

Danzi indicated a promising trend, however: “We have seen a bit of a decline in the situation. [a term for casual dating] and an increase in people taking charge of what they want and deserve. People understand that it takes work,” he said. “This will be a positive change for the way we date and the dating app category in general.”

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