ENVIRONMENT & INSIGHTS
We are in Rapid Evolution
Throughout history, animals, plants, communities and ecosystems have undergone periods of extremely rapid evolution during periods of drastic environmental changes like the introduction of new species into the ecosystem, competition for food sources or mates and drastic changes in the way the world around them works. During those periods, if things do not adapt to the changes, they will eventually lose their dominant positions that allowed them to survive.
The Internet Dating Industry is having A 'Galapagos Moment'
Sitting just outside the connected world on an island, it is an industry that has intentionally not integrated into the modern internet social ecosystem and for the most part choosing to remain isolated from social media and the open social web. On this closed island, the various newer or weaker entities are rapidly evolving so fast that you can witness and easily identify the changes before you. However, the strongest and most protected of entities are in an evolutionary stasisessentially becoming modern day dinosaurs. With their early successes, they found their safe place in the ecosystem and previously didn't’t require adaptation
Mobile Freemium is the current extinction event level meteor that is forcing rapid adaptation and evolution.
With digital and social in first generation, the world and all its people are in period of major cultural evolution (LOOK UP STUFF). Unsurprisingly, with the revolution in social integration, the pursuit of mates, dates and true love has been turned on its head as well. Just 25 ears ago proximity, luck, religion, community centers, friends and bars were the primary form of dating. Since then we have see the birth of online dating, the evolution and eventual saturation of the industry, the rejuvenation by the mobile revolution and smartphone and the transition to mobile and geo dating.
There will be another within the next 5 years if history remains true.
Social integration and increase effort in developing a tight, proud and active community might be the secret to not only surviving these extinction events, but thriving in them as others weaken.
Biology & evolution
We now know that environmental change can create hard-wired evolutionary changes in animal species in a matter of generations-- not thousands of years as previously thought. Almost any rapid change in environment can create a catalyst for rapid change in evolution and innate behavior.
New Cultural Tipping Point
Technology fueled socialization (empowered by the internet) is causing us to culturally & sociologically evolve in a matter of years– not the typical 25-35 years that defined previous generational identities.
Further “Fads” can now often run their course in weeks, or months, as opposed to their multiyear lifecycle of a decade ago.