Los Angeles agency RPA has released some revealing research around genereation Z and their activities on Tinder.
According to the report, gen Z is going to be lonely this Valentine's Day - and it's all their own fault.
Analysing the Tinder profile data of more than 400 18- to 22-year-olds across the country revealed several key insights on this generation.
1. Gen Z have a completely shifted understanding of identity and rely on ambiguity. They dodge identity labels in their typically short bios — in fact, 22 percent of bios were left completely blank — and avoid using any 'real'self-descriptors (e.g., “I like to travel.”).
2. They use few photos and prefer emojis, particularly vague ones, to draw interest through mystery — and to perhaps not look like they are trying too hard.
3. They avoid being vulnerable or giving revealing statements — 40 percent 'masked' their faces, either through a filter or by partially concealing their faces.
4. They avoid saying what kind of relationship they are looking for. As one respondent said, “It’s really just a game.”
5. Just 9% of profiles referenced a community identity (ethnicity, religion, diet, politics, etc.).
The below infographic summarising RPA's analysis shows a generation that's going through a profound shift in their identity, where context is king and the audience determines the self - and dating is no exception.