Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Of all the tragic resolutions the love-afflicted must stand to suffer when it comes to romance, none might be more heart-rending than the decision to walk out on something that by all accounts—social media or otherwise—seemed to be working just dandily. Justin McLeod, founder and CEO of Hinge, a popular dating app he started in 2011, had to undergo the incomparable irony of having to do just that to his matchmaking service.

Sure, Hinge was “growing faster than ever” but Nancy Jo Sales' Vanity Fair article, “Tinder and the Dawn of the “Dating Apocalypse“,” did what any well-placed denunciation, as lovers know, has the power to do: it cut deep.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)