Paying to Socialise: Four New Premium Services
Published 02 November 2023
According to a study by Business Insider, Gen Zers (and adults in general) are spending more money than before the pandemic on social activities to make new friends. Consider this the premiumisation of friendship. We explore paid-for services that boast social connection as a feature.
- Workshop Hobnobbing: New York’s RecCreate Collective offers a space for people to find hobbies and friends. Organising workshops in collage making ($30), journalling ($40), cake decoration ($130) and dinner-party hosting ($80), it aims to bring people with similar interests together.
- Club Connections: Paris-based gym and social club La Montgolfière (€2,000/$2,120 per year) mixes social interaction and sports with its cultural programme, restaurant, and social events. Examples include Run & Brunch events, concerts and exhibitions.
Meanwhile, in New York, recently opened members’ club Babel Loft ($810 per year) acts as a workspace during the day and a dance spot at night. The club builds on its founders’ now-defunct cocktail bar Ode to Babel. While the bar became a gathering spot for Black and LGBTQ+ New Yorkers, the members’ club format allows people to gather in an exclusive, shielded community space. See The Future Members’ Club for more. - Premiumisation of Romance: In September, dating app Tinder announced a VIP subscription service called Tinder Select, which will be offered to a limited number of users at a staggering $499 per month. The subscription allows users to direct message others without having to match first and prioritises Select profiles on Tinder’s grid, increasing the chances of someone striking up a conversation. Additionally, Select users can add a badge to their profiles to flaunt their VIP status.
Tinder’s chief product officer Mark Van Ryswyk noted: “There is a subset of highly engaged and active users who prioritise efficient ways to find connections.”
See Cohesive Communities: Consumers Combat Loneliness for more.