Dating apps evolve to offer more empowering & thoughtful experiences
Implications - While online dating has become much more mainstream, fears around catfishing, insincerity, and ill intentions continue to circulate. As a means to give users more confidence, dating apps are turning to elements of empowerment and education to shine the spotlight more on the individual themselves as opposed to their potential romantic partner. From activations that focus on work-life balance to those that speak to female empowerment, these match-making services realize the importance of not only providing a potential partner but enlightening the user themselves to feel more appreciated, educated and enlightened.
Workshop Question - What can your brand to do make your consumers feel more empowered and enlightened?
Trend Themes
1. Empowering Dating Experiences - Dating apps are empowering users by providing experiences that focus on personal growth, work-life balance, and female empowerment.
2. Controlled User Engagement - Dating apps are creating features that give users more control over their engagement, allowing them to choose how they interact with others on the app.
3. Personalized Dating Resumes - Dating apps are moving away from emphasizing profile photos to helping users create personalized webpages for one's romantic life.
Industry Implications
1. Technology - Innovation in technology is driving improvements in dating app experiences.
2. Marketing - Dating apps are investing in marketing to build brand presence and connect with users in the real world.
3. Social Media - Dating apps are using social media to create dating resumes and connect users across platforms.
