Tinder is working to “redefine” dating as singletons are ditching casual sex hook-ups.
Young adults today are embracing new experiences, connections and self-discovery.
They’re all about vibing, meeting up and situationships, which means people are looking for more than a flirty fling.
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For 56% of young daters, the term “hook up” is outdated or means something different to them than it does for older generations.
“Hooking up”, however young singles define it, is simply part of the dating process, and a way to explore a connection without the pressures of labels.
It’s not something to be ashamed of or secretive about.
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In a bid to keep up with the changing dating sphere, Tinder launched its first-ever global brand campaign, “It Starts With a SwipeTM”, to draw attention to more modern styles of dating.
Melissa Hobley, Tinder Global Chief Marketing Officer, said: “Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing experiences on their own terms, not to mention a whole new vocabulary.
“Defined as a one-night stand ten years ago, only 25% of young daters believe that a hook-up is defined the same way today.
“Tinder doesn’t tell you who or how to date, but we power all kinds of possibilities.
“We welcome all types of people and relationships whether they last for a few messages exchanged on the app, a day, a night or a lifetime.
“No matter what kind of connection you are looking for, it starts here.
“It Starts with A SwipeTM”.
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Tinder continues to be the first stepping stone in a lot of people’s dating journeys, and is the most-downloaded app by 18-year-olds, with the majority of Tinder members between the ages of 18 and 25.
The app revealed the top three things 18 to 25-year-old singles are looking for right now are companionship, friendship or a situationship.
Up to 84% of people polled said they’re hopeful and optimistic when it comes to dating and relationships, showing an openness to possibilities that come from making new connections.
Self-love and fulfilment is also a growing consideration among young singles, with 80% of 18 to 25 year olds agreeing that their own self-care is their top priority when dating.
(Image: Getty Images/iStockphoto)
Paul Brunson, Tinder’s Expert in Relationship Insights, added: “Meeting someone new is always exciting.
“What’s interesting for me is how adeptly young daters are making way for a low-pressure, no stereotypes, zero-labels approach that opens them up to new types of relationships.
“Tinder has the world’s largest pool of daters, and these daters are embracing authenticity.
“It’s refreshing that singles today value strong friendships just as much as romantic relationships – the hang up on hook-ups is over because this new generation has fundamentally redefined and re-owned it.”
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