Tinder backs UK government campaign to fight loneliness

The loneliness epidemic was a problem before the pandemic, but these days, it's only increased. According to England's Community Life Survey 2021/22, 18-24 year olds are in the age group (16-24) where 89 percent have felt lonely at least once. In a survey by Tinder of around 1,000 18-25 year old singles, "companionship" was the top "dating label" they're currently looking for when using apps.

Perhaps that's why today, Tinder announced its support for the UK government campaign, Better Health: Every Mind Matters. The goal is reduce the stigma of loneliness by encouraging young people to talk about it. In England, Tinder users will see in-app messaging about resources on the National Health Service's Better Health: Every Mind Matters Loneliness page; the page also includes tips to help alleviate loneliness, like inviting someone for coffee.

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"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," said the Minister of Loneliness Stuart Andrew. "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."

The effort goes beyond in-app messaging, as well. A series of influencers supporting the global campaign "It Starts With a Swipe" will talk about loneliness in self-shot content that will be posted to social media.

turquoise poster for better health: every mind matters campaign, with light blue hearts. text reads: Sometimes it's the smallest actions that make the biggest difference. Tinder supports Every Mind Matters Loneliness campaign, where you can lift someone out of loneliness. #EveryMindMatters

In-app Better Health: Every Mind Matters card that will appear to UK Tinder users. Credit: NHS and 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 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."

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