ENVIRONMENT & INSIGHTS
"The Jewish Dater"
The Jewish community is increasingly diverse and fragmented across a variety of cultural belief system. (Reform, Conservative, Orthodox, Traditional, Just Jewish, other) How important is this in the segmentation, marketing and creation of relevant content for each group. How important is someone’s Jewish belief system to them, as it relates to connecting with the broader Jewish community? How important is it to date near their identification?
In America, the Jewish millennial has rapidly evolved the role of the Jewish Identity in the past decade or so, creating a bonfire whose flame was first lit in the immediate generations before them. Today, many Jewish Mills are uprooting the community identity. They are the least religious or practicing of any generation before them. While they may value the “community aspect” of being Jewish, the formality of the traditions and laws of Judaism seem ritualistic. A value that to them seems archaic. Mills are taught people are equal so do not see the difference in marrying out of faith despite the familial desires of the older generations.
People are either becoming more religious or less actively practicing, with very little in-between. Further, religion isn't the only community or bonding vehicle for people anymore as it now competes with other intentional communities or curated networks around shared interests, activities, or passions. (yoga / mindfulness / health / sport / work / hobby). Finally, the social generation and internet has connected us closer than every before, making it easier to maintain distant relationships and grow new close relationships from people we might meet in our everyday life. All of this is changing what people look for in a religion, the importance they place on it, how much time they spend around it, how dedicated they are to it, and who they date.
As more traditional “elders” in the community (great grandparents, grandparents) age out and less affiliated boomers become the patriarchs and matriarchs of family structures, the social and familial influence on the role and importance of Judaism in day to day life is shifting.
As a result of the shift in the Jewish Community and Identity, well over 70% of Non–Orthodox Jewish marriages today are interfaith. The communities and programs are being forced to focus on multi-faith families, as thisbecomes increasingly prevalent and dominant.
As Jewish Mills become the generation that is most getting married today (at least for the first time), and as they seem to care the least of any generation about dating Jewish, do they care about marrying Jewish. Would they prefer to if all things were equal? Further, what is our older Target’s current cultural feeling on these topics?
¨As parental pressure to date and marry Jewish is still around, is it still important to some to appease this familial pressure? Is this more or less an issue for our 30-55 and 55 and over targets? How pressured do they feel now? How pressured 10 years ago? How pressured 20 years ago. Why?
Are people secretly happily dating outside the faith but hoping to return to it when they are ready to settle down? What are the primary drivers and methods of Jewish dating? What are the drivers of using a Jewish dating site or app over mainstream ones? Happiness/marriage/efficient/effective/community– what would make a great dating tool that happens to be Jewish oriented.