Originally at http://tracking.feedpress.it/link/9375/2589942

Posted by bridget.randolph

Everyone has an opinion about Tinder. Whether you’re happily single, actively seeking a partner, or in a committed relationship, something about the concept of “swiping” yes or no on strangers’ pictures seems to guarantee strong opinions. There are endless articles about what Tinder (and similar apps) say aboutmodern dating, love in the 21st century, and, more broadly, millennial shallowness. And, as someone who can’t resist twisting a good dinner party topic into a marketing blog post, I started thinking about how what we know about Tinder and the way people use it can give us insight into how people shop. After all, some of my friends refer to Tinder usage as “shopping for boys.”

[image credit: http://www.techinsider.io/married-after-meeting-on-tinder-2015-8]

So what does the modern singleton’s approach to online dating tell us about their shopping behavior? And what should we be doing about it? The answer can be found in a look at social and technological history and the concept of an individual with a sense of personal identity.

As a marketer attempting to connect with the “Tinder Generation,” your goal is to tap into your customers’ values at a very personal level, connect with them through their personal network or “tribe,” and help them to avoid choice paralysis while nonetheless providing them with a sense of having plenty of personalized options.

The rise of the individual and the concept of personal identity

Historically, in Western society, the family could be considered the basic unit of society. Marriage as a concept was heavily tied to economic factors, along with a diplomatic aspect at the higher levels of social status, and proximity at the lower end of that scale. The local community was a fairly static unit, with individual…

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