Users search for authentic connections in the online dating world
Implications - As online dating continues to grow in popularity, users are pushing back against the superficiality of so-called hot-or-not services. Instead, users are transitioning to what they perceive as more authentic romantic platforms that privilege genuine human connections over attractive images alone. Brands that can create authentic connections are able to counter the real-world isolation sometimes felt as a result of consumers living much of their lives online.
Workshop Question - How could your brand establish an authentic connection with consumers?
Trend Themes
1. Authentic Connections - Users are transitioning to more authentic romantic platforms, privileging genuine human connections over attractive images, creating opportunities for brands that can provide genuine human connection.
2. Emphasis on Personalities and Conversations - Dating apps that prioritize personalities and conversations over appearance are gaining traction, providing opportunities for brands to develop new products that focus on these aspects beyond traditional hot-or-not services.
3. Audio and Video Dating Apps - Audio and video dating apps are growing in popularity as a way for singles to determine if there is a connection, providing opportunities for brands to create innovative, new products in this field.
Industry Implications
1. Online Dating - The online dating industry is seeing a shift towards more authentic and personal connections, prompting opportunities for companies to provide new and innovative dating solutions.
2. Communication - As audio and video-based dating apps gain popularity, opportunities exist for companies to develop new communication technologies that allow individuals to connect more genuinely and personally.
3. Personal Development - Dating apps that prioritize authentic human connections and conversations may inspire greater interest in personal development, providing opportunities for companies to provide support services in this field.
