Technology

Tinder and Rival Apps Court Gen Z in the Age of Online Dating Fatigue

After defining the category, Tinder faces increasing competition and marketing challenges

two women dressed in pink in a convertible pink car driving through the desert — Known for being the hookup app, Tinder has set out to redefine its brand.Tinder, Mischief @ No Fixed Address

By Brittaney Kiefer

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

As a new academic year gets underway on college campuses nationwide, Tinder and rapper Saweetie are playing Cupid. The dating app has enlisted the Gen Z artist, who references Tinder in her track “Tap In,” to get students swiping during a prime flirting moment: freshman orientation.

Tinder sees the highest influx of 18-year-old members during this month, and the school most active on the app will win a free concert by Saweetie and a special guest.

For Tinder, the college contest is a return to its roots.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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