Bumble is proud to be a woman-owned site and a space centered around women who are empowered to make the first move after swiping right on a romantic partner. It's different from most dating apps. This may reduce the number of unsolicited messages from unwanted suitors.
Bumble launches new marketing campaign to introduce new features in an attempt to rebrand the app and attract users as Gen Z turns away from dating apps and towards real-life romantic connections did. New CEO Lydiaan Jones has taken the helm of the app, hiring people like actor Barry Keoghan to attract the Internet-obsessed “Saltburn” crowd. The app has done away with the initial model of “women make the first move” and opened the door for men to start the conversation as well. Jones told CNN that the new “opening moves” feature will allow Bumble to evolve while staying true to the app's original message.
However, this new feature rollout was not introduced in the best way. A new marketing campaign launched two weeks ago instead uses billboards and other ads that target and shame singles, resulting in strong negative reactions from online users and women.
According to The Cut, one of the first ads was a commercial showing a woman “pledging a date” to become a nun. However, she abandoned her post due to the shirtless gardener and the Bumble app. After this commercial, a series of billboards began appearing around the world using anti-celibacy rhetoric and telling viewers, “We know full well that a vow of celibacy is not the answer.” Another sign read, “Don't give up on love and become a nun.”
The ad appears to address a growing cultural dating trend in which people (mostly young women) voluntarily remain single due to disillusionment with online dating and relationship culture. Instead, they decided to stop dating altogether. Meanwhile, the industry is suffering as people opt out of dating or don't want to pay for dating apps. The New York Times reported that Match Group and Bumble have lost $40 billion in market value since 2021.
Some of the backlash pointed out that by equating the use of Bumble with the end of celibacy, it makes it feel similar to the dating culture found on other apps, again contradicting its message of female empowerment. . Others pointed out that far more people are single for reasons unrelated to not finding a suitable partner. Additionally, online users said the ad emphasized the very reason being single was important to them. This sentiment was shared by “Uncut Gems” actress Julia Fox, who commented on a TikTok criticizing Bumble, saying, “I've been single for two and a half years, and nothing has ever been better. There wasn't,” he said.
Following the immediate backlash, Bumble released a statement on Monday. In a post on Instagram of the rebranded app, he acknowledged the mistake. “We made a mistake. Our ad, which referenced singles, was an attempt to lean into a community frustrated with modern dating, and instead of bringing joy or humor, it unintentionally We did the opposite,” the statement said.
The statement went on to say that Bumble has heard from users and critics, saying, “Some of the comments we've heard are that celibacy is the only answer when reproductive rights continue to be restricted. From those who share the opinion that celibacy is an option, and from those who believe that celibacy is an option, we respect the asexual community for which celibacy can have special meaning and importance, and that celibacy is an option. We also know that it is not something to be taken lightly and that for many people, singleness can be brought on by harm and trauma.”
“For years, Bumble has passionately championed women and marginalized communities, and their right to fully exercise their individual choices. We apologize for the damage caused,” the statement said.
Additionally, to make up for the damage, Bumble is “removing these ads from our global marketing campaigns. As part of our ongoing efforts, Bumble will make a donation to the National Domestic Violence Hotline, among others. That's the plan,” he said. Support the work being done around the world to support women, marginalized communities and people affected by abuse. ”
However, commenters were unfazed by the apology. One user wrote, “Why doesn't your next campaign focus on changing men's bad behavior instead of telling women to lower their standards and boundaries? Add some women to your marketing team. I would like to suggest that.
“Please show me the donation receipt,” said another.
Another said, “You didn't rely on the community, you supported the feelings of men. You didn't disrespect women. You made solving men's lack of sex a women's problem. Why? Why don't you think about it?'' Women are not interested in having relationships with men. Rather than the woman giving in, she might tell the man to correct himself. Please try harder. ”
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