Hinge Targets Gen Z Loneliness With New App Features

Hinge Combats Gen Z Loneliness with Innovative Approach

Dating apps face challenges like ghosting and cost barriers. Hinge is tackling these issues head-on, particularly for Gen Z. At SXSW London, Hinge CMO and President Jackie Jantos shared the company's strategy for connecting with this digital-native generation.

Authenticity and Inclusion Key for Gen Z

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 emphasized Gen Z's desire for transparency and authenticity from brands. Recognizing this generation's diverse nature and reduced in-person interaction, Hinge prioritizes inclusivity in product development and marketing.

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.

Hinge Addresses Dating App Challenges

The dating app landscape is evolving. While competitors like Tinder and Bumble face slowing growth, Hinge has seen positive results, with increased revenue and strong downloads, according to Match Group's Q1 2025 report. Hinge attributes this success to its focus on fostering meaningful connections.

Hinge is actively developing and testing new features. One such feature limits the number of simultaneous chats to encourage more focused conversations and discourage "chat collecting."

We want to encourage people to close out chats if you're not interested in someone.

Hinge is also testing a coaching feature to help users optimize their profiles and is exploring "Warm Introductions" to highlight shared interests and improve match quality.

AI Powers Enhanced User Experience

Hinge leverages AI to enhance its recommendations, resulting in a 15% increase in matches and contact exchanges since March, according to Match Group. The company plans to further integrate AI to improve safety features and create new tools to guide users through their dating journey.

Combating the Loneliness Epidemic

Jantos addressed the growing concern of loneliness among Gen Z. Hinge launched its One More Hour fund in 2023, investing $1 million in organizations promoting in-person connections. The fund aims to address barriers like cost and safety concerns that prevent young people from socializing.

Hinge is also engaging Gen Z through events, creator-driven campaigns, and a Zine showcasing success stories to inspire real-world connections.