Once associated with butterflies and “you up?” texts, dating apps are now swiping right on something far more grounded: heartbreak. In a surprising yet emotionally intelligent pivot, platforms such as Tinder, Hinge, Match, and newer entrants like Jalebi are embracing the very experiences they once aimed to avoid, emotional lows, dating fatigue, and romantic disappointment.
Through breakup-themed campaigns and self-love messaging, these platforms are evolving their brand voice to reflect a more emotionally nuanced reality for Gen Z and urban millennials.
Dating apps have long promised connection, but now, they’re embracing the pain that often comes before it. In India, Tinder’s Valentine's Day 2025 campaign had a second phase of Move On with Tinder in April, that took that sentiment literally, featuring an “Ex-presso 2K Run” in Delhi, boxing sessions, and even an “Ex-press Disposal Truck” in Mumbai, where users could physically discard breakup memorabilia. The aim wasn’t just symbolic, it was a cathartic rebrand of heartbreak as empowerment.
Aditi Shorewal, Communications Lead for Tinder in India and Korea, says this shift isn’t just marketing fluff, it’s rooted in real insights into how young people use Tinder and approach dating today. “Breakups are part of life, but so are growth, discovery, and fresh starts,” she explains. “Mentions of ‘self-care’ in Tinder bios have surged over fourfold in India in the past year, and nearly 30% of young people cite personal growth as their top goal for the next three years.” Tinder is part of Match Group, the parent company of several other dating platforms, including Hinge.
This consumer shift is leading to brand behavior that feels more emotionally literate than ever. “At Tinder, we believe dating is deeply personal, it’s about showing up for yourself and exploring connections on your own terms,” she adds. That idea is reflected not just in campaign execution, but in the emotional language that underpins Tinder’s tone of voice. “Campaigns like ‘Move On’ are built to turn emotional setbacks into empowering moments. And they work: a new relationship starts on Tinder every three seconds.”
This approach, experts agree, is not an anomaly. It’s the evolution of modern branding itself.
Sanjay Trehan, Digital and New Media Advisor, says that such campaigns are reflective of a Gen Z mindset, one that is emotionally fluent and open about life’s ups and downs. “Heartbreak happens. And it’s okay,” he says. “Dating apps are embracing heartbreak because they know that there’s life after heartbreak and one must learn to navigate the complexities of modern love. It is a very Gen Z perspective and signals a certain maturity and evolution of new-age branding.”
But is this a short-term marketing ploy or a genuine brand shift? Trehan believes the truth lies somewhere in the middle. “It is neither a long-term brand shift nor a reactive trend. It’s trying to find an empathetic space, a space that borders on the reality of modern love and helps you to deal with it,” he says.
Carol Goyal, Director at Rediffusion and Aesthetic Intelligence Lab, who handles a dating app called Elevn backed by Karan Johar, echoes the sentiment but adds that this shift is less about performance and more about presence. “It signals that brands are finally catching up with how messy human emotions actually are. Earlier, branding was all about aspiration, fairy tale romance, perfect matches, eternal love. Now it’s becoming about authenticity,” she says. “Heartbreak, loneliness, ghosting, these are real experiences, especially in a swipe culture era. Brands that lean into that aren’t being negative, they’re being honest.”
In her view, this pivot builds long-term credibility. “It reflects a maturing of brand voice, from selling dreams to sitting beside you during your worst nights. Such actions tend to build Brand Trust,” she adds.
Trehan agrees that while the trend may have been triggered by burnout, it’s growing into something more foundational. “It’s trying to find an empathetic space, a space that borders on the reality of modern love and helps you to deal with it,” he says. He points out that apps are now building narratives that feel supportive, not just aspirational. “Dating apps are also the vehicles for healing, for moving on and to discover new connections, maybe new love. It will work for the brand if they keep the users’ emotional needs at the heart of their
communication.” N.Chandramouli, CEO of TRA Research added, "Once a brand discovers that empathy creates stronger affinity than aspiration, it rarely turns back. The tone may evolve, but this deeper emotional engagement is here to stay. It’s good strategy, not just a phase."
Of course, vulnerability in advertising comes with its risks, especially in a competitive category where optimism has historically been the currency. Trehan cautions that if these campaigns aren’t handled with care, they can easily fall flat or worse, feel exploitative. “They can backfire if done with crassness, insensitivity and by making judgemental statements,” he says. “Gen Z is a smart generation. They know that dating is not an unmixed blessing. Joy may be tempered with anxiety and one must learn to take this in one’s stride.”
Goyal agrees, noting that hope is the emotional thread apps must never lose. “Yes, there’s a risk if the tone feels defeatist or doesn’t offer a path forward. The key is emotional balance, acknowledging pain while reaffirming possibility. Users want to feel seen, but not stuck,” she says. “Hope isn’t the absence of pain; it’s what survives despite it. Brands that get that distinction will win. The others will fade into the white noise of ‘find your perfect match today.’”
When done right, experts say, storytelling around heartbreak actually strengthens brand perception rather than weakening it. “Pain is personal, and when a brand acknowledges it, it furthers trust,” Goyal explains. “‘Love and connection’ has become a generic pitch, every app promises that. But when a brand tells you, ‘Hey, we know dating is tough sometimes, and we’re still here with you,’ it creates emotional credibility. It moves the brand from being a service to a support system.”
Trehan underscores that this only works when storytelling is empathetic, not performative. “If the storytelling around pain and disappointment is done with sensitivity and empathy, it is bound to resonate with the user,” he says. “The approach must, however, go beyond the tactical communication and must seek to build a deep connect with the user.”
Even newer dating apps are catching on. India-born Jalebi’s 2023 campaign “Love, Care, Repeat” framed selfrespect and emotional boundaries in humorous but grounding videos featuring influencers, counselors, and gurus. Match leaned into self-pleasure and ghosting jokes. Hinge spotlighted awkward real-life moments from couples that would make any first date cringe, but also smile.
Across the board, dating apps are becoming emotionally intelligent brands that know heartbreak is not bad for business, it’s just part of the story. And in many cases, it’s where the real journey begins.
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