"På Tinder måste man alltid prestera på topp"

The aim of this paper is to understand the purpose of young adults’ use of the dating app Tinder and how living in a consumption society affect the use of online dating on the app. To be able to understand this topic we have been using qualitative method. We have interviewed six students between the age 20 and 25 about their feelings and experiences of how and why they are using the app. To understand this topic we have chosen to use theories such as; Bauman’s concept about consumption, products and goods. We also used Illouz and Beck & Beck-Gernsheim’s concepts about individualization and emotional needs. The analysis revealed that the individuals we interviewed use the app because of the need of emotional confirmation, because of boredom and the need of feeling appreciated. Our studies also revealed that some of the individuals we interviewed treat people differently on the app compared to people they meet in real life