If you’re unfamiliar, Bumble is a dating app that was launched in 2014 by Whitney Wolfe Herd, who was also a co-founder of Tinder. Known for its unique approach to online dating, Bumble is distinctive in how women engage with potential matches. One standout feature of Bumble is that it requires women to initiate the conversation by making the first move or sending the first message. This aspect was designed to empower women to take charge in starting conversations and shaping interactions.
In April, Bumble announced a major relaunch that drew a lot of attention and a significant advertising budget. However, the relaunch failed to impress with its update allowing men to initiate conversations on the platform. Men can now make an “opening move” in response to prompts set by female users.
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As a dating coach and avid Bumble user for my clients, I can confidently say that this change is not groundbreaking or worthy of a relaunch.
To accompany the relaunch, Bumble introduced a new ad campaign that was met with shock, but not in a positive way. Some of the 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 since they seemed to suggest that women should solve their dating issues by simply engaging in sex.
There are numerous personal, cultural, and practical reasons why someone might choose to be celibate, and Bumble’s ads failed to acknowledge these complexities. Just 13 days after the relaunch, Bumble backtracked and issued an apology on Instagram.
In their statement, Bumble acknowledged their mistake and removed the celibacy-related ads from their global marketing campaign. They emphasized their commitment to supporting women and marginalized communities, while admitting their error in judgment with the campaign.
While Bumble remains a useful tool for meeting people, the mishap with their ad campaign shows that they are not infallible. However, their willingness to apologize and make amends is a positive step forward.
Erika Ettin is the founder of A Little Nudge, a platform that helps individuals navigate the world of online dating. To connect with Erika, sign up for her newsletter here for updates and tips.