From Mashable · Anna Iovine · · 1m 10s
Match relaunches Upward for Gen Z marriage focus
Match Group relaunches Upward app targeting Gen Zers seeking marriage.
In brief
Match Group relaunches Upward app targeting Gen Zers seeking marriage. Match Group relaunches Upward as a marriage-focused app for young singles after six years, with 72% of Gen Z wanting to marry. Originally reported by Mashable.
Upward relaunch
Match Group relaunches Upward after six years as a marriage-focused app for young singles.
“For a generation told to keep things casual and see where they go, saying you want marriage can almost feel countercultural”
Gen Z marriage trends
72 percent of Gen Z want to get married according to Match's Singles in America survey.
“72 percent of Gen Z want to get married”
Tradwife trend
The tradwife trend peaks with Yesteryear novel on New York Times bestsellers list for 23 weeks.
“Yesteryear, a novel about a tradwife influencer who wakes up in 1855, has been on the New York Times bestsellers list for 23 weeks”
Upward user focus
Upward users are predominantly Christian but focus on family goals and marriage timelines.
“On Upward, what we saw is that actually a lot of our prompts that were around, for example, 'what's your favorite Bible verse,' were actually not that popular”
Marriage timeline
99 percent of Upward users want kids and average time from match to marriage is under one year.
“Essentially, all people are looking for marriage specifically, and for them, marriage is not an if, it's a when”
Upward vs Hinge
Hinge is designed to be deleted while Upward focuses on marriage with 99 percent wanting kids.
“Whereas people on Hinge are there with certainly high intent and positive intent, on Upward, it's nearly...99 percent of people want kids”
Upward's purpose
Upward targets young singles who want marriage, with 72 percent of Gen Z wanting to marry.
“Upward is a home for singles who know what they want, hold strong standards and believe dating should lead somewhere”
At a glance
Match Group relaunches Upward as a marriage-focused app for young singles after six years, with 72% of Gen Z wanting to marry.
