Gen Z feels the pressure that these are supposed to be “the best years of their lives”, but is stuck experiencing ‘Possibility Paralysis’. The hyperconnected yet socially-anxious generation needs a comfortable place to explore new possibilities, and right now - they don’t believe that Tinder could be that place. The Open To It campaign works to build brand love for Tinder by positioning Tinder as the gateway to any number of possibilities - not just hook ups.