Hinge's Strategy to Combat Gen Z Loneliness and Revitalize Dating

The landscape of modern dating, particularly within the digital realm, has become increasingly complex and, for many, frustrating. Common complaints abound: the prevalence of 'ghosting' – the abrupt cessation of communication without explanation; the perception of limited viable options even in densely populated urban centers; and the growing trend of dating apps requiring paid subscriptions to unlock essential features. This confluence of factors has contributed to a sense of disillusionment, leading some to describe the current dating scene as 'listless'.

Amidst this challenging environment, dating platforms are actively seeking ways to re-engage users and demonstrate their value. At the inaugural SXSW London event, TechCrunch had the opportunity to speak with Jackie Jantos, the CMO and President of Hinge, a dating app that positions itself as 'designed to be deleted'. The conversation centered on Hinge's strategic approach to marketing and product development aimed specifically at attracting and retaining the attention of a new generation of daters: Gen Z.

Understanding the Gen Z Dater

Jackie Jantos highlighted the unique characteristics and expectations of Generation Z, a demographic that has grown up immersed in digital technology. "This is a generation that has grown up with a deep understanding of how digital experiences are created and what they are trying to get out of them," Jantos explained in the interview. This inherent digital fluency means Gen Z users are often more discerning about the apps they use and the value they receive.

According to Jantos, Gen Z prioritizes specific traits from the brands they interact with, including dating apps. These include:

• Transparency: A clear understanding of how the app works, how data is used, and what the platform's intentions are.
• Authenticity: A desire for genuine interactions and a platform that encourages users to present their true selves, rather than idealized or curated versions.
• Inclusion: Given the diversity of this generation, they expect platforms to be built with inclusivity at their core, catering to a wide range of identities and preferences.

Furthermore, Jantos noted that Gen Z tends to spend less time engaging in person compared to previous generations. This observation is crucial for dating apps, whose ultimate goal is to facilitate real-world connections. The challenge, therefore, is to build a digital product that not only attracts this demographic but also effectively bridges the gap between online interaction and offline dating.

"If you’re not building with inclusion at the center of everything, you’re just not going to build a meaningful product or marketing activation to engage them," Jantos stated, emphasizing the importance of a user-centric and inclusive design philosophy.

The Evolving Dating App Landscape

The competitive landscape for dating apps has seen significant shifts in recent years. While platforms like Tinder and Bumble once dominated, they have faced challenges in maintaining growth momentum.

Tinder, a sister company to Hinge under the Match Group umbrella, has reportedly struggled with growth in the past few years, a situation that reportedly culminated in its CEO stepping down. Similarly, Bumble has also experienced a slowdown in user acquisition and engagement.

In contrast, Hinge appears to be navigating the market with relatively more success. The Q1 2025 report released by Match Group provided insights into the performance of its portfolio companies. The report indicated that Hinge saw an increase in direct revenue during this period, a positive sign compared to some of its competitors. The app's downloads were also described as "strong" across key markets, including English-speaking countries and Western Europe.

This relative success suggests that Hinge's strategy, particularly its focus on fostering more meaningful connections rather than endless swiping, may be resonating with users, especially the younger demographic it is targeting.

Hinge's Product Innovations for Deeper Connections

To address the common frustrations of online dating and align with Gen Z's desire for more authentic interactions, Hinge is actively developing and implementing new features. Jantos shared insights into several of these initiatives during the interview.

Curbing 'Chat Collecting' with Quotas

One notable feature Hinge is implementing is a quota on the number of active chats a single user can maintain at any given time. This feature is designed to combat the phenomenon of "collecting chats," where users engage in numerous conversations simultaneously without intending to pursue most of them to a date.

"We want to encourage people to close out chats if you’re not interested in someone," Jantos explained. The underlying goal is to prompt users to be more intentional with their communication, focusing their energy on a smaller number of conversations that have a higher potential to evolve into a real-world meeting. This approach aims to shift the user experience from a game of quantity to one of quality, encouraging more focused and potentially fruitful interactions.

Empowering Users with Coaching Features

Recognizing that creating a compelling and authentic profile can be challenging, Hinge is testing a coaching feature. This tool is designed to provide users with tips and guidance on how to build profiles that better represent who they are and what they are looking for.

Effective profile creation is a critical step in online dating, as it's the first impression users make. By offering coaching, Hinge aims to empower users to present themselves more effectively, increasing their chances of making meaningful connections. This feature aligns with the desire for authenticity by helping users articulate their personality and interests more clearly.

Enhancing Match Quality with Warm Introductions

Match Group's Q1 2025 report also mentioned Hinge's plans to introduce a feature called "Warm Introductions." This feature is intended to highlight shared interests or connections between potential matches, thereby improving the quality of the suggested pairings.

Shared interests provide a natural starting point for conversation and can indicate compatibility beyond surface-level attraction. By making these commonalities more visible upfront, Warm Introductions aim to facilitate smoother initial interactions and increase the likelihood that matches will lead to engaging conversations and, ultimately, dates. While Jantos remained somewhat coy on the specifics, she hinted at a new introduction method designed to encourage users to "spend a little more time discovering each profile," suggesting a move away from rapid, superficial judgments.

Leveraging AI for Better Recommendations and Safety

Artificial intelligence is playing an increasingly significant role in enhancing the dating app experience. Hinge has been actively integrating AI into its platform, particularly in its recommendation engine.

"Our recommendations have gotten really strong with the new AI recommender that we recently released," Jantos stated. The impact of this new feature, launched in March, has already been positive. According to Match Group’s Q1 2025 news report, the AI recommender has driven a 15% increase in both matches and contact exchanges. This demonstrates the power of AI in analyzing user preferences and behavior to suggest more compatible partners, leading to more successful connections.

Beyond recommendations, Hinge is also looking to utilize AI to boost safety features on the app. Online safety is a paramount concern for users, and AI can be a powerful tool in identifying and mitigating potential risks, such as fake profiles, scams, or inappropriate behavior. Jantos expressed confidence that, overall, the tools available on the app will "continuously improve because of AI," promising not only enhanced existing features but also the introduction of "new tools [that] will come along the way to coach you along the [dating] journey."

Addressing the Loneliness Epidemic

Jackie Jantos's presence at SXSW London was also linked to a broader societal issue: the growing loneliness epidemic, particularly affecting young people. Numerous reports and studies highlight how younger generations are spending less time interacting in person, often attributed to increased screen time, reliance on virtual communication, and other factors.

Jantos sees a connection between this trend and the mission of a dating app like Hinge. If young people are less accustomed to or comfortable with in-person interactions, it can create a barrier to successful dating, which fundamentally relies on meeting face-to-face. This is one of the key motivations behind Hinge's "One More Hour" fund, launched in 2023.

The 'One More Hour' Fund

The One More Hour fund represents a significant commitment from Hinge to invest outside of its core app functionality to address the root causes of decreased in-person connection. The fund aims to invest $1 million into organizations dedicated to helping foster more in-person connections among Gen Zers.

Jantos shared feedback from young people within her own team about the barriers they face when it comes to simply hanging out or socializing in person. These barriers include the increasing cost of social activities and the difficulty in finding spaces that feel safe and inclusive. By supporting organizations that work to lower these barriers, Hinge hopes to help Gen Z build confidence and comfort in real-world social settings.

"We want to lower the barrier so people just want to come out because we know if they build that skill, it’s more likely when they’re on our product, they’ll be more likely to be comfortable meeting someone up for a date," Jantos explained. This initiative underscores Hinge's view that its role extends beyond the digital interface; it's about facilitating the transition from online interaction to meaningful offline relationships.

Marketing Authenticity and Success

In addition to product development and community initiatives, Hinge is also tailoring its marketing efforts to resonate with Gen Z. This involves meeting the audience where they are, both literally and figuratively.

This includes throwing events designed to bring people together in person, aligning with the goal of the One More Hour fund. Hinge is also collaborating with creators, such as writers, who can speak to the experiences and perspectives of the target demographic in authentic ways.

A notable marketing campaign involved the creation of a zine and campaign showcasing Hinge success stories. By highlighting real examples of relationships formed on the app, Hinge aims to inspire potential users and demonstrate that meaningful connections are possible. This approach leverages storytelling and social proof, tapping into the desire for authenticity by featuring genuine user experiences.

Conclusion: Building for Connection in a Digital Age

Hinge's strategy, as articulated by Jackie Jantos, is a multi-pronged effort to address the specific challenges and expectations of dating in the digital age, particularly for Generation Z. By focusing on transparency, authenticity, and inclusion in its product design, leveraging AI to improve matching and safety, and investing in initiatives like the One More Hour fund to combat loneliness and encourage in-person interaction, Hinge is attempting to differentiate itself in a crowded market.

The app's relative success compared to some competitors suggests that its focus on facilitating meaningful connections, rather than simply maximizing time spent on the app, may be a winning formula. In a world where digital interactions increasingly supplement or replace in-person ones, Hinge's efforts to bridge the gap and encourage real-world dates could be key to helping Gen Z navigate the complexities of modern dating and, perhaps, feel a little less lonely.