US – The dating app’s latest campaign hopes to tell its Millennial users that being single can be a positive lifestyle choice.
With such a large community of singles signed up, Tinder claims to have a front-row seat in modern dating culture. As part of the campaign, the brand conducted a survey into the dating behaviour of 18–25-year-olds in the US, and found that they value their independence – 72% have made a conscious decision to be single for a time.
To represent this shift in attitude towards the single life, Tinder launched a digital campaign shot by photographer Ryan McGinley. ‘We had an epiphany when working on this that was right in front of us – why is society always trying to un-single the single people?’ says Laddie Peterson, creative director at Wieden + Kennedy, the agency behind the series of ads.
As Millennials’ priorities shift from the pursuit of long-term relationships to more transient romance, family structures will also evolve. For more on how brands are embracing this post-family mindset, read our microtrend.