Tinder has backed the UK government campaign Better Health: Every Mind Matters, which looks to reduce stigma around loneliness. Tinder users in England will receive in-app information about the initiative.
Users can expect to see messages in their Tinder inbox containing resources and advice on how to address loneliness. The information will come from the Better Health: Every Mind Matters page, which is operated by the UK’s National Health Service.
In addition to in-app messages, influencers part of Tinder’s ‘It Starts With a Swipe’ campaign will be posting content about loneliness on social media.
While loneliness may be associated with older generations, Mashable reports that 89% of 16-24 year olds have experienced loneliness at least once according to government surveys. Additionally, companionship was a top dating label among young singles, according to Tinder.
“Over the past 10 years, Tinder has played and continues to play a key role in influencing how people meet – removing barriers to connections forming and helping introduce people who would never have normally met in their day to day lives. Loneliness and human connection are intrinsically linked,” said Leyla Guilany-Lyard, Tinder’s SVP of Global Communications, Leyla Guilany-Lyard.
“We’re proud to be supporting the Government’s desire to destigmatise the topic of loneliness and help to create a national conversation about it. Nobody should feel alone, or be embarrassed about feeling lonely”, she added.
The UK’s Minister of Loneliness Stuart Andrew explained that “with Tinder’s audience closely aligning with the target demographic for our Better Health: Every Mind Matters campaign, this partnership will allow us to reach even more young people.”