Tinders new CEO wants to shed its hookup rep for Gen Z

It's no secret that singles have been disenchanted with dating apps lately. Users complain that apps are copying each other with similar features and encourage bad behavior like ghosting, and they're trying to branch out into IRL activities instead (even dungeon sound baths).

Tinder's upcoming CEO, Spencer Rascoff, seems well aware of these feelings. In an interview with the Wall Street Journal, Rascoff — currently CEO of Tinder's parent company, Match Group — said he wants to change the app and its reputation.

"Think of Tinder like a bar where people come together to meet new people," he told the Wall Street Journal. "We have to innovate to drive more people into our establishment, and that means renovating our bar."

Rascoff told investors last month that Gen Z isn't into hookups, and Tinder needs to adapt to this reality, the Wall Street Journal reported. Young adults are having less sex and drinking less than their older peers were at their age, Rascoff cited.

Tinder has long been known as the "hookup app," even blamed for the "dating apocalypse" as far back as 2015. Dating apps have undoubtedly changed the way people meet each other: according to a 2023 Pew Research Center study, around one in 10 partnered adults in the U.S. met their partner on a dating app or site, and that number doubles for people under 30 and LGBTQ people.

But dating apps are also regularly blamed for the culture around casual sex and superficial judgments of people. When someone has an abundance of choice with gamified dating, they may forget that behind the profile is a person. As Mashable previously reported, trust in dating apps has waned in recent years. Match Group was sued last year for claims that the apps are "predatory" and "addictive." (The lawsuit has since been sent to arbitration.)

Rascoff is taking over for current Tinder CEO Faye Iosotaluno, who posted on LinkedIn last week that she'll step down in July 2025, after eight years at Match Group. Rascoff will lead both Match Group and Tinder. His plan is to lean into AI features and implement new product changes quickly, especially safety features. According to the Wall Street Journal, Rascoff wants an improved user experience even at the expense of short-term revenue.

"Revenue growth matters, but it is an output of audience growth and improved user results," Rascoff shared in a LinkedIn post about Tinder's product principles moving forward. One of them is "failing fast": "We're making big bets, and that means we will undoubtedly make mistakes. What matters is how fast we learn and how we use failure to fuel what's next."

It's uncertain whether these adjustments will change Tinder's public image, as the app has added more features for those looking for love in recent years. But given Gen Z's penchant for the internet, Tinder is likely here to stay.