Americans are tired of swipe culture. Instead, they want to slow down the hunt for matches, and build trust in dating apps as safe spaces. After tracking this in the Home and Relationships Sector Snapshot, Canvas8 spoke to eight Americans to find out what they want from online dating.
Avinash Akhal is a behavioural analyst at Canvas8. He holds a Masters degree in Economics from the University of Manchester and formerly worked as a researcher at the Education Policy Institute. Outside of work, he is either crafting his boxing skills, listening to a podcast or losing money on the stock market.
Across dating apps it’s perhaps unsurprising that people feel more seen, however this also leaves people being exposed to unsolicited comments. Amid the whirlpool of unwelcome nudes and derogatory comments, Bumble is getting tough on body-shaming by blocking users who engage in it.
South Asians in the US are using dating apps to find autonomy while fulfilling family and cultural expectations around romance. As swipe-fatigued people seek deeper connections in niche spaces, dating technology is leveling up its understanding of cultural nuances to become more inclusive.
In the US, Gen Zers are the loneliest generation. While always-on digital communities are frequently blamed, pandemic lockdowns and turbulent world events have also taken their toll. What can brands do to help people foster deeper connections and more enriching relationships?
As the LGBTQ+ community demands more nuanced forms of on-screen representation, the media landscape is evolving to allow for diverse content that better represents modern audiences. Through its relatable and lighthearted format, Heartstopper is reframing the queer teen experience for many Gen Zers.