Mumbai: Tinder launches its first-ever global brand campaign, “It Starts With a Swipe” - a celebration of modern dating milestones and a romantically stylized reflection of the dating experience.
“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.” said Tinder global chief marketing officer Melissa Hobley. “Defined as a one night stand ten years ago, only 25 per cent of young daters believe that a hookup 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 Swipe.”
Hook-ups, an outdated concept for daters In 2023
Young adults today are embracing new experiences, connections and self-discovery. They’re all about vibing, meeting up, situationship… Tinder’s role continues to reignite imagination for these daters on how exciting it can be to take a chance on someone or something new. For 56 per cent of young daters, the term “hook up” is outdated or means something different to them than it does for older generations.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, not something to be ashamed or secretive about.
Young singles are redefining dating possibilities in diverse and inclusive ways
Tinder continues to be the first stepping stone in the dating journey and is the most-downloaded app by 18-year-olds, with the majority of Tinder members aged between 18-25. LGBTQIA+ members are now the fastest growing group on Tinder, and members aged 18-25 that identify as LGBTQIA+ on Tinder have more than doubled in the last two years. In fact, 33 per cent agree that their sexuality is more fluid and 29 per cent say their gender identity has become more fluid in the past three years.
