Hinge's chief marketer on why community is more than a marketing channel

2026-06-18

Hinge is enhancing brand credibility with Gen Z by investing over $2M in grassroots social groups through its 'One More Hour' initiative, rather than using community solely as a marketing channel. This strategy, which contrasts with other brands' pullback from purpose-driven marketing, addresses Gen Z's reduced in-person connection time compared to previous generations.