Tinder revamp aimed at Gen Zers who ‘don’t have as much sex’
Tinder’s reputation as a “hookup app” may soon be a thing of the past, thanks to the new chief executive’s plans to revamp the popular dating platform. Spencer Rascoff, the 49-year-old CEO of Match Group, which owns Tinder, is aiming to attract a younger demographic by shifting the app’s focus away from casual encounters.
Since its launch in 2012, Tinder has been a game-changer in the dating world, particularly for millennials. However, recent data suggests that it has been losing appeal among Gen Zers, aged 18-28, who are not as focused on casual relationships and one-night stands.
Rascoff recognizes this shift in behavior among Gen Zers, noting that they are less likely to engage in casual sex and alcohol consumption compared to previous generations. In response, he plans to adapt Tinder’s features to cater to this new reality and create a more low-pressure environment for users to connect.
One of the new features that Rascoff is introducing is a “double dating” option, where users can pair up with friends and match with other pairs for group dates. This feature is set to launch globally this summer after successful testing in Europe.
Rascoff, who took over as CEO of Match Group a few months ago, has made it clear that his main focus is on revitalizing Tinder. He has urged employees to prioritize user experience and safety, even if it means sacrificing short-term revenue.
In a memo to staff, Rascoff emphasized the importance of quality matches over quantity, acknowledging that users are looking for more meaningful connections on the platform. This shift in focus comes in response to feedback from Gen Zers who have expressed a desire for dating apps that could lead to more lasting relationships.
According to a 2023 Wells Fargo survey, 85% of users cited Tinder’s association with hookups as a reason for not using the app. Rascoff is determined to change this perception and attract a new generation of users who are seeking genuine connections.
With Rascoff at the helm, Tinder is poised to undergo a transformation that could redefine its image and appeal to a broader audience. As the dating app landscape continues to evolve, Tinder’s efforts to adapt to the changing preferences of younger users may just be the key to its future success.