If you’re unfamiliar, Bumble is a dating app established in 2014 by Whitney Wolfe Herd, who co-founded Tinder as well. Known for its distinctive approach to online dating, Bumble requires women to initiate conversations and make the first move with potential matches. This empowering feature was designed to allow women to take charge in setting the tone for interactions and starting conversations.
In April, Bumble announced a major relaunch, generating high anticipation and a significant ad budget. However, the relaunch fell short, revealing that after a decade of requiring women to make the first move, Bumble now permits men to start conversations on their platform through an “opening move” where male users respond to prompts set by female users to initiate dialogue.
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As a dating coach and active Bumble user for my clients, I can confidently say that this addition is not groundbreaking or worth a relaunch.
Alongside the relaunch, Bumble introduced a new ad campaign that was met with shock, but not in a positive way. Some of the larger ads featured messages like:
“A vow of celibacy is not the answer.”
“You know full well a vow of celibacy is not the answer.”
“Thou shalt not give up dating and become a nun.”
These ads were criticized for being tone-deaf, especially on platforms like TikTok, where users questioned Bumble’s promotion of solving dating issues through sex.
There are numerous reasons why someone might choose to be celibate, including personal, cultural, religious, and practical considerations. Bumble reversed course just 13 days after the relaunch, issuing a statement on Instagram apologizing for the ads that referenced celibacy and acknowledging the harm caused.
Despite the misstep, Bumble remains a valuable tool for meeting people. While they made a mistake, they also offered an apology. Emphasizing the importance of continuous improvement, Bumble expressed their commitment to listening to feedback and evolving.
Erika Ettin is the founder of A Little Nudge, where she assists individuals in navigating the world of online dating. To connect with Erika, subscribe to her newsletter at eepurl.com/DPHCH for updates and tips.
