If you’re not familiar, Bumble is a dating app founded in 2014 by Whitney Wolfe Herd, who was also a co-founder of Tinder. It’s known for its unique approach to online dating, particularly in how women engage with potential matches. A key feature of Bumble is that it requires women to initiate contact or send the first message. This was intended to empower women to take control of conversations and set the tone.
In April, Bumble announced a major relaunch, generating much anticipation and a significant advertising campaign. The relaunch introduced a new feature allowing men to start conversations on the platform, known as an “opening move,” where female users set a prompt for men to respond to and begin a conversation.
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As a dating coach and avid Bumble user for my clients, I can confidently say that this addition wasn’t innovative or worth a relaunch.
For the relaunch, Bumble also unveiled a new ad campaign. The ads were shocking in a negative 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.”
The response to these ads, especially on TikTok, criticized Bumble for seemingly suggesting that women should solve their dating issues by just having sex.
There are numerous reasons why someone might choose to be celibate, such as personal beliefs, past trauma, or health considerations. Just 13 days after the relaunch, Bumble issued a statement on Instagram apologizing for the ads and acknowledging their mistake.
Despite the misstep, Bumble remains a valuable tool for meeting people. While they made a mistake, they also apologized. Is that enough? It’s up for debate.
Erika Ettin is the founder of A Little Nudge, where she assists others in navigating the world of online dating. Want to connect with Erika? Join her newsletter, eepurl.com/dpHcH, for updates and tips.
