Last Updated:
3/15/21 8:58 PM
overall rating:
do better
Tinder
Internal Representation & Support
41%
Public Commitment
38%
External Communication
60%
To evaluate this pillar, we take into consideration a range of factors, including but not limited to:
- Employee representation
- Diversity, equity, & inclusion (DEI)
We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.
Forms of monetary support we look for:
One-off donations
Recurring donations
Grant initiatives
Employee donation matching
Highlights
Through its social media platforms as well as on its corporate blog, Tinder has sought to amplify the voices of Black community members. While the in-depth narratives were concentrated mostly in summer 2020, the company has nevertheless genuinely attempted to educate its community.
Lowlights
In June 2020, multiple Tinder users accused the app of banning them after they encouraged donations to Black Lives Matter in their profiles. Tinder issued a statement addressing the issue but did not specify why such banning occurred in the first place.
We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.
Public statement: We verify that companies have made a formal statement regarding racial injustice.
Social media: We consider how a company uses their platform(s) beyond performative allyship.
Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models.
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Deep Dive
I. Internal Representation & Support:
Board of Directors:
8% - 9% Black, 26% - 30% BIPOC, 46% - 50% Women
Executive Leadership:
0% (none) Black, 26% - 30% BIPOC, 31% - 35% Women
Information not publicly available
Workforce:
A Black employee resource group
DEI Support:
II. Public Commitment
Tinder has pledged a donation of Unspecified contribution amount towards racial injustice, specifically for Black lives. Additionally, Tinder has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, and sponsorship of individuals who use their platform to speak out on racial injustice. Tinder is also an advocate for the LGBTQ+ community.
III. External Communications
Tinder has issued a public statement on social media addressing racial injustice that explicitly stated "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeking to continue the momentum of BLM. The brand has made an effort to include ethnic diversity, specifically increasing Black representation, and has shown support of the LGBTQ+ community beyond Pride on social media, there is little to no evidence of inclusion of people living with disabilities or a wide range of models with varying body types.
