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Hinge is setting aside $1 million to empower local organizations in London to host social events tailored for young people. This initiative, aimed at alleviating loneliness among Gen Z, is an extension of Hinge’s One More Hour program, which originated in the United States last year.
The funding will benefit approximately 100 community groups that will organize a variety of activities ranging from food-related gatherings to nature and reading events. The goal is to foster in-person interactions among young individuals, facilitating friendship formation.
Jackie Jantos, Hinge’s president and chief marketing officer, explained the importance of this initiative. “Gen Z experienced a critical period of their teenage years and early adulthood during a pandemic lockdown,” she noted in a statement to CNBC. “With technology deeply integrated into their lives, our goal is to create environments that encourage real-world connections, reducing barriers to participation.”
A recent survey conducted by Hinge found that a staggering 85% of British Gen Z respondents reported feeling lonely. The research, which surveyed 2,000 young adults in the UK, highlighted that over half of individuals from low-income backgrounds experienced significant loneliness. Accessibility to affordable social activities was deemed crucial by half of the participants, while just over two-thirds acknowledged anxiety as a significant obstacle to in-person interactions.
This issue extends beyond the UK. A Meta-Gallup State of Social Connections report indicated that young adults aged 19 to 29 across 142 countries reported higher levels of loneliness compared to older age groups. While 43% of younger respondents felt they were not lonely, 57% of those over 65 shared the same sentiment, showcasing a divergence in feelings of connectivity across generations.
Interestingly, dating apps like Hinge face scrutiny for potentially contributing to sentiments of isolation. A Forbes Health survey from 2024 revealed that over three-quarters of Gen Z individuals experienced fatigue from using dating apps. Among other age groups, issues included difficulties in finding genuine connections and excessive time spent on these platforms.
This declining engagement with dating apps is evident in a recent Ofcom report, which noted a drop in users for popular dating services in the UK, including Tinder, Hinge, and Bumble, between May 2023 and May 2024.
As a response to this shift, some dating platforms are venturing into the realm of live events. For instance, Bumble IRL introduced in-person events in 2022 focusing on various themes such as fitness and music. Similarly, Grindr has partnered with the Mighty Hoopla music festival in London to enhance its presence with queer-themed performances.
Smaller social applications are also gaining traction, such as Cliq, which promotes in-person gatherings, and TimeLeft, an app that facilitates dining experiences among strangers.
Gen Z’s Social Landscape
The social skills of Gen Z appear to be lagging compared to past generations due to three primary factors: the effects of the Covid-19 pandemic, the prevalence of smartphones, and a decline in the availability of communal spaces. Josh Penny, Hinge’s social impact director, commented on the circumstance. “The way technology and social media have changed how we spend leisure time has accelerated the loss of traditional social skills, and the pandemic has intensified that decline,” he remarked to CNBC. “It’s as though these skills have weakened, and many are seeking ways to reconnect.” He added that barriers such as affordability play a critical role in isolating young individuals.
Furthermore, the advent of remote work and study practices during the pandemic have also hindered the development of interpersonal skills for Gen Z. Penny believes that structuring events around specific activities may alleviate the pressure often associated with social gatherings. “When inviting people to a friend-making event, the stakes seem high,” he explained. “Shifting the narrative to activities—such as surfing or poetry—can lower anxiety and encourage participation.”
As these activities gain popularity, they may not only help ease social apprehension but also provide younger generations with essential opportunities to reinforce their interpersonal skills and build supportive communities.
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www.cnbc.com