Tinder and the UK government are helping England’s lonely hearts find companionship

With companionship the number one priority of the majority of Tinder’s users, the dating platform has aligned itself with the UK government’s initiative to get more people talking about the impact of loneliness.

Dating app Tinder has announced its support for the government campaign, Better Health: Every Mind Matters, and will incorporate in-app messaging from the initiative to its platform.

The campaign hopes to create a national conversation about loneliness among young people in England and reduce the stigma associated with the topic. This comes after the government revealed that 89% of people aged between 18-24 in the country have felt lonely at least once.

People aged between 18-25 make up half of Tinder’s users and a recent survey conducted for the platform revealed that single people within that age-range put ‘companionship’ as the top 'dating label' they're currently looking for.

From March 7, in-app messaging will be visible to every Tinder member in England and will direct users to several resources on the NHS Better Health: Every Mind Matters - Loneliness webpage.

Helping to encourage connections

Minister for Loneliness, Stuart Andrew, said: "Loneliness is something that can be experienced by anyone, at any time, and it’s important to know that we are not alone in feeling this way. 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.

"By directing people to the Every Mind Matters webpage via Tinder, we can offer simple tips to encourage connection, such as meeting in a safe place for a walk, or inviting someone out for a coffee."

In addition to the webpage’s tips, a series of influencers supporting Tinder’s global brand campaign ‘It Starts With a Swipe’ will talk about loneliness at the beginning of their self-shot content, which will be shared across social media.

Tinder said it views connection as fundamental to fighting loneliness and has joined the campaign to use the power of its platform, which it claims is responsible for over 75 billion matches, to create visibility and conversation about the subject.

Leyla Guilany-Lyard, SVP Global Communications at Tinder, said: “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. Nobody should feel alone, or be embarrassed about feeling lonely.”