Hinge CMO Jackie Jantos on Combating Gen Z Loneliness

The Shifting Landscape of Modern Dating

Contemporary dating applications have increasingly faced criticism. A common issue is "ghosting," where individuals abruptly cease all communication with those they were previously interacting with. Despite residing in densely populated urban centers like New York, many find the pool of potential partners surprisingly limited.

Furthermore, a growing number of these platforms now require paid subscriptions.

Hinge's Strategy for a New Generation

During the first SXSW London event, Jackie Jantos, CMO and president of Hinge, discussed the company’s approach to marketing within a currently unenthusiastic dating environment, in a conversation with TechCrunch.

Jantos explained that today’s younger generation possesses a sophisticated understanding of how digital experiences are crafted and what they expect from them.

Key Traits of Gen Z

• Transparency is highly valued.
• Authenticity is paramount.
• This generation is remarkably diverse.
• They generally spend less time interacting face-to-face than previous generations.

“Inclusion must be central to product development and marketing efforts to effectively engage this demographic,” Jantos emphasized.

Evolution of the Dating App Market

The dating app sector has undergone significant changes in recent years. Companies like Hinge are actively working to attract and retain users.

Tinder, for instance, has experienced growth challenges, leading to a recent change in its leadership. Bumble is also observing a deceleration in user acquisition.

Match Group Performance

Both Hinge and Tinder operate under the umbrella of Match Group. According to Match Group’s Q1 2025 report, Hinge is demonstrating stronger performance compared to Tinder.

The report indicated an increase in direct revenue for Hinge, alongside “strong” download numbers in English-speaking and Western European regions.

New Features and Improvements at Hinge

Jantos revealed that Hinge is currently implementing and testing several new features. One example is a limit on the number of simultaneous chats a user can maintain, aiming to discourage simply accumulating connections.

“We encourage users to end conversations they aren’t actively pursuing,” Jantos stated, hoping this will foster more focused interactions that progress towards real-world dates.

Profile Enhancement and Match Quality

Hinge is also refining its coaching feature, providing users with guidance on optimizing their profiles. The Match Group Q1 2025 report highlighted plans to introduce “Warm Introductions” soon, leveraging shared interests to enhance match quality.

Jantos hinted at a new feature designed to encourage users to spend more time reviewing each profile.

“Our recommendation engine has become significantly more effective with the recent release of our new AI recommender,” she added. (Match Group’s Q1 2025 report confirmed a 15% increase in matches and message exchanges following the March launch.)

Hinge also intends to enhance its safety protocols with AI, with the expectation that AI will drive continuous improvements across the app.

Addressing the Loneliness Epidemic

Jantos attended SXSW London to discuss the growing issue of loneliness among Gen Z. Numerous reports detail the decreasing levels of real-world connection among young people, who are increasingly immersed in their phones and virtual environments.

This concern prompted Hinge to launch its One More Hour fund in 2023.

The One More Hour Fund

The fund is dedicated to investing $1 million in organizations that promote in-person interactions among Gen Z. Feedback from the Hinge team indicates that financial constraints and safety concerns are barriers to socializing.

“Our goal is to reduce these barriers, encouraging people to venture out, as building these social skills increases the likelihood of comfortably meeting someone for a date through our platform,” Jantos explained.

Marketing and Engagement Strategies

Hinge is also employing traditional marketing tactics, such as hosting events and collaborating with creators – including writers – to reach its target audience.

The company created a zine and campaign showcasing Hinge success stories, aiming to inspire Gen Z to seek love, and ideally, to do so on the Hinge app.