HOW TINDER IS GETTING PEOPLE OFF THE APP AND INTO THE WILD

Summary from the TLDR Marketing newsletter

Tinder is trying to get its users out of the swipe screen and into cooking classes and mahjong nights instead. The feature grew out of research into Gen Z's post-pandemic social atrophy, letting users see who's attending an event beforehand and swipe on them afterward rather than in the moment to reduce the pressure of in-person rejection. Nearly 70% of eligible users engaged during a 60-plus event LA pilot, and it's now expanding to 26 cities across the US and Europe by September, one of Tinder's largest financial and engineering bets in a decade.