Tinder's newly appointed leader aims to steer the platform beyond its traditional 'hookup' image, targeting a younger demographic (Gen Z) with a revised identity.

Tinder's newly appointed leader aims to steer the platform beyond its traditional 'hookup' image, targeting a younger demographic (Gen Z) with a revised identity.

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Spencer Rascoff, CEO of Tinder's parent company Match Group, plans to change Tinder's notorious image from a casual hookup app to a more genuine dating platform.

"The new generation of Gen Z, aged 18 to 28, aren't a hookup generation. They don't drink as much, they don't have as much sex," Rascoff shared with investors, as reported by The Wall Street Journal. "We need to modify our products to accommodate this reality."

Unlike the millennial generation, which played a significant role in popularizing Tinder and shaping it into a global success, Gen Z seems less inclined towards casual, fleeting romances. Some commentators speculate that Gen Z is a generation tired of "ghosting," a term defined as abruptly cutting off communications with another person without explanation, and instead striving for more sincere dating experiences.

Spencer Rascoff, CEO of Tinder's parent company Match Group, aims to alter Tinder's reputation. (Getty Images)

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Rascoff suggests that Gen Z's dating preferences will be crucial for Tinder's future growth as a company.

"Users crave quality over quantity," Rascoff stated in the memo reviewed by The Wall Street Journal.

Providing better quality matches, according to Rascoff, necessitates a fundamental change in how users engage with Tinder.

"Think of Tinder like a bar where people convene to meet new people," Rascoff said. "We need to innovate to attract more people to our bar, meaning renovating our venue."

Rascoff is slated to take charge at Tinder as part of a leadership shakeup, demonstrating the company's efforts to meet the evolving dating trends of a younger user base.

Better quality matches, according to Rascoff, necessitate a fundamental change in how users interact with Tinder. (AP Photo/Patrick Sison)

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While Gen Z grapples with "ghosting" in dating, they also struggle to achieve important life milestones like marriage.

In the dating world, Gen Zers have access to a larger pool of potential partners than ever before. Yet, at the same time, this age group (between 13-28 years old) is married years after their Baby Boomer grandparents did, swiping through prospective partners, and going out on dates with multiple people, only to face higher rejection rates.

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our website' Taylor Penley contributed to this report.

Jeffrey Clark, an associate editor for our website Digital, has previously served as a speechwriter for a cabinet secretary and as a Fulbright teacher in South Korea. Jeffrey graduated from the University of Iowa in 2019 with a degree in English and History.

Story tips can be sent to [email protected].

Gen Z’s dating preferences on Tinder are distinctly moving away from the casual hookup culture that defined the app’s earlier days with Millennials. Instead, Gen Z users—primarily those aged 18 to 28—are seeking more meaningful, authentic relationships and are less interested in superficial or purely casual dating experiences. This generation is characterized by drinking less alcohol, having less sex, and being generally more cautious about personal milestones such as marriage and long-term commitments[2][3][4]. Spencer Rascoff, the incoming CEO of Tinder and leader of its parent company Match Group, has publicly acknowledged these changing preferences. He emphasizes that "users don't want more matches, they want better ones," indicating a desire for quality over quantity in relationships[2]. This means Tinder needs to fundamentally shift how users interact with the platform—moving from a reputation centered on casual encounters to one that supports serious, meaningful connections[2][4]. To adapt, Tinder is undertaking a comprehensive rebrand and product revamp. The company is working to shift its image from that of a "hookup app" to a more serious dating platform, aiming to attract Gen Z by fostering environments where users can build authentic relationships[2][4]. While some new features, like height preferences, may still focus on superficial criteria (which has drawn some criticism), the broader strategy is to "renovate the bar"—reshaping Tinder as a place where people genuinely meet and connect, rather than just swipe for quick encounters[2][5]. Furthermore, Gen Z’s frustration with practices like "ghosting" (suddenly ceasing communication) is pushin Tinder to develop features that promote more transparency and accountability in user interactions[2]. Ultimately, Tinder is in the process of innovating its platform to better align with Gen Z’s desire for authentic dating experiences, better matches, and relationships that stand the test of time[2][3][4].

1. Spencer Rascoff, the incoming CEO of Tinder, aims to shift Tinder's reputation from a hookup app to a more serious dating platform, acknowledging Gen Z's preference for meaningful, authentic relationships.
2. Gen Z users on Tinder are moving away from superficial or purely casual dating experiences, prioritizing quality over quantity in their relationships and seeking a platform that supports genuine connections.
3. As Gen Z grapples with issues like "ghosting" in the dating world, they also express a desire for more transparency and accountability in user interactions, prompting Tinder to develop features that promote such qualities.

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