Dating apps have lost their appeal. Bumble's share price tanked two weeks ago after it released a somber annual earnings forecast. Earlier this year, on Valentine's Day, a lawsuit was filed against Match Group, which owns Tinder and Hinge. As reported by NPR, the plaintiffs argue: "Harnessing powerful technologies and hidden algorithms, Match intentionally designs the platforms with addictive, game-like design features, which lock users into a perpetually pay-to-play loop that prioritizes corporate profits over its marketing promises and customers' relationship goals."
No wonder people are burnt out and fed up, especially Gen Z, who are more cognizant than any other cohort of how tech companies combine gamification and monetization to capitalize on human emotions. Aiming to set itself apart from questionable algorithmic practices and swiping fatigue, a niche dating app is offering an IRL alternative. Over multiple weekends this summer, newcomer Pique is hosting a 'love wall' in Brooklyn's McCarren Park.
A photographer snaps Polaroids of consenting passersby, who add a few details about themselves before their portrait is posted on the wall. Anyone who spots someone they're interested in can leave their contact information, and Pique will put them in touch. (On its app, meanwhile, Pique replaces swiping with a daily multiple-choice question. After selecting an option, the user is presented with six people who picked the same answer.)
Other brands — whatever industry you're in — which alternatives to swiping could you offer? How can you help people meet and connect in a more organic and less transactional way?
Spotted by Mihaela Tantas
