The Rise of Snap-Judgment Dating

If you haven’t heard of Tinder yet, you probably haven’t been hanging out with any single Millennials lately. The dating app has become big buzz in recent months, finding popularity on college campuses and in urban dating scenes alike. The basic premise of Tinder is to connect you with new people in your area (within a 50 mile radius) that you already have common interests with. Using Facebook information, the service presents potential matches to the user based on a rating composed from a combination of shared friends, interests, and networks. Once two users have expressed mutual interest in one another and a match has been made, they can chat through the app and then meet up in real life.
 
On one level, Tinder is a perfect example of the technology that facilitates Millennials’ real-life interactions. It connects people with common interests, and allows them to test the waters of communication by chatting casually through the app before deciding to actually meet. A useful service with a positive purpose: helping young digitally savvy people meet and find love, and one that some may say is especially needed in the modern dating world where old structures of courtship have broken down.
 
But on another level, Tinder puts the superficial snap-judgment front and center in the pre-dating process. The most addictive (and talked about) feature of the app is the ability to filter through potential dates with the swipe of a finger. Images (and the name and age) of possible matches are shown in a seemingly endless stream and then pushed into “like” or “pass” categories— mostly based just on their profile picture, and often in a mere few seconds. Think Hot or Not for dating. To use another comparison, it is essentially the digital version of the now-defunct MTV dating show Next, in which…

 
 

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Millennial News Feed

Quote of the Day: “I really want to visit Tokyo, Japan to see the culture behind the growth of video games, and to eat the food.”—Male, 29, MA

Millennials are ruling music streaming when compared to Gen X and Boomers. A new survey by U.K. streaming service Electric Jukebox shows that 16% of 14-34-year-olds have active subscriptions, compared to 6% of 35-55-year-olds, and 3% of 55 and older. Although they have far more time and spending power, streaming services may currently be too complex for older consumers. In fact, 40% of young Gen X, 42% of old Gen X, and 49% of Boomers choose CDs and radio as the easier option over streaming, while almost half of 18-24-year-olds chose streaming over radio and CDs. (Music Ally

A mom of two has gone viral for her happy Chewbacca video, which has become Facebook Live’s most-watched clip ever. Last week, Candace Payne utilized the platform’s new live feature to show off her latest purchase from Kohl’s: a Star WarsChewbacca mask. Her enthusiasm and infectious laugh generated about 101 million views and got the retailer’s attention. Kohl’s teamed up with social agency Huge to deliver piles of Star Wars toys and $2,500 in Kohl’s gift cards to the micro-famous mom as thanks for her loyalty. (Adweek

In an effort to attract Millennial investors, Starbucks has issued a $500 million U.S. corporate bond for sustainable projects. The sustainability bond is the first for the coffee brand, and will go towards supporting programs for farmers in coffee-growing regions. Last year, Starbucks promised to plant up to one million trees for every coffee bag purchased, which drew in a new group of socially conscious investors. Their latest strategy will continue to strengthen their bond with 18-24-year-olds consumers, who account for 40% of the company’s sales. According to Accenture, Millennials will accumulate some $30 trillion from the generations before them, making them a target market for investors. (Fortune

What’s the secret to beauty box subscriptions’ success? Millennials. Services like Birchbox and GLOSSYBOX have resonated with curious young consumers who are looking for new beauty products and “love the idea of self-indulgence.” Subscription brands have attracted Millennials through social media social influencers. Vloggers’ “unboxing videos” pull in a substantial audience, with one such video receiving 100,000 views in a few days. Male-focused subscription boxes like Harry’s and Dollar Shave Club have also found success with Millennial men for their value and convenience. (Mic

The Great Recession may have caused financial instability, but it didn’t stop “foodie” culture. While dining-out expenditures dipped slightly between 2007 to 2008, they quickly rebounded in 2012, even though income levels had not. Although Millennials especially felt the effects of the recession, they have been linked to the “sustainability of the ‘foodie’ ideology.” To get through the financial crises, Millennials opted to consume experiences instead of expensive material goods like houses or cars. As a result, food has become part of the new status symbols and acts as a form of “social currency.” (Eater

Quote of the Day: “The most important part of prom is the honor of being asked by an upperclassmen.”—Male, 15, NY

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