- A group of matches CEO of Spencer Pour He has just taken over in February, but it has already made serious changes to the company and the brands applications. In particular, Tinder has been a painful place for many Zers General, which associate it with the connection culture. RASCOFF is working to change this.
While dating applications have been known popular with millennia, Gen Zers avoid them to get additional real-life meetings-and because many get tired of its culture. One Gen Zer detach Wealth The first word that comes to mind when he thinks of dating applications is “wasteland”.
“I think a pool of users on many of these applications has fallen,” said Max Gomez, a 24-year-old communications specialist. “Gen Z just doesn’t use these (applications).”
Proof in pudding: Survey 2024 Brab find More than 75% Gen Zers experience burned using such dating applications as Hinge, Tinder and Bumble because they don’t feel that they can find a good connection with anyone, especially given how much time they spend on the applications. These volatile relationships are displayed in Financial results Match Group: Its profits in the first quarter amounted to $ 117.6 million compared to $ 123.2 million in 2024, and paid usessiss decreased by 5% compared to a year 14.2 million.
But Spencer pinsRecently, CEO Match Group, which houses Tinder, Match.com, Okcupid, Hinge and Valy Fish, tries to make these applications more attractive to Gen Zers. It does this by meeting with Gen Zers where they are, and developing new products they want.
“This generation Gen Z, from 18 to 28 –This is not a generation of connection. They don’t drink so much alcohol, they don’t have much sex, ” – said the cliff to investors in May, reports The Wall Street Journal. “We need to adapt our products to accept this reality.”
RASCOFF, co -founder and former CEO of the company Zillow. took the reins of Match Group In February, in order to refurbish the company. In March he confessed to a letter posted on LinkedIn Dating applications just “feel like a game with numbers”.
This leaves “people with a false impression that we prefer indicators through experience,” – wrote the gap. “It should change.”
In the same letter, he urged employees to offer “not feedback” on how to improve consumer products.
“We know that listening to users is insufficiently needed with urgency and accountability,”-writes, adding that a group of matches will “increase expectations around the office in the office” to make the changes to take place faster.
In May, the bundle announced It reduces 13% of employeesGiven about 325 jobs to try to turn the company. RASCOFF said it will save a company about $ 100 million.
In particular, Tinder fights. Reduction of the job touched 18% of Tinder’s employees but the collection told Wsj In May interview The dismissal was made to reorganize the group of matches and the presence of each individual employee “have a greater influence”.
This is especially important for the vision of RASCOFF development of new dating products – and Tinder, in particular, with the connection with the culture of connection.
“Tinder started more than 10 years ago and at the time it was really innovative,” said the collection Wsj. “But the product is like stood for a long time, and the social goods of consumers like ours, you just can’t do it.”
One new Tinder’s new product has already launched about 15 countries, which will become a global feature by the end of the summer, allowing users to combine friends to encourage double dating.
“The high pressure that offers the photo viewing and judging by it – it breaks a lot of Gen Z,” the gonna said.
This feature lifts the part of this pressure from Gen Z, he added. Users can combine their profiles with a friend, and this couple can then fit another couple in the app – say two guys talking to two girls. Then these four people can start a group chat together and plan to meet in real life.
“This is the way Gen Z wants to connect,” said the cliff. “They want to set up their way through a meeting with people.”
Match Group has also developed tools that work on AI that help users better formulate themselves- and prevent them from being able to say something potentially offensive or without color for another user. A feature called ”You’re sure? Uses AI to identify messages that can be dubious or unpleasant and double checks with the user about their message before sending.
“A lot of dozen 1000 times a day we have introduced is improving how people behave,” said the cliff. “We have a job at our end. Society has a job to do them at the end. Together we can help cure loneliness.”
Originally this story was presented on Fortune.com
