Spotted: Cutesy or campy? How dating apps are talking to Gen Z

Core Insights - The interest in dating apps is declining among younger generations, particularly Gen Z, who are increasingly turning to social media platforms like Instagram and TikTok, as well as offline events, for dating opportunities [1] Group 1: Company Strategies - Bumble is launching a heartfelt campaign featuring real couples and their love stories, aiming to promote genuine connections through its platform [3] - Tinder is adopting a more humorous approach with its 'Dating Scaries' campaign, which highlights negative dating behaviors through the lens of iconic villains from Hindi films and TV shows [4] Group 2: Market Performance - Bumble's stock has significantly dropped to $3 since its Nasdaq listing in February 2021, indicating a severe decline in market confidence [5] - The Match Group, which owns Tinder and Hinge, has seen a 3.3% increase in stock value over the past year, but its market cap remains less than a third of what it was in 2020 [5] Group 3: Campaign Messages - Both Bumble and Tinder's campaigns convey a similar message that true love can be found through dating apps, but they differ in their approach—Bumble focuses on inspiration from real love stories, while Tinder emphasizes avoiding negative dating habits [6]