Bumble’s fumble

Bumble's found themselves in hot water following an anti-celibacy campaign that hasn’t quite hit the mark they were aiming for.

Two weeks ago, the women-first dating app rolled out a commercial as part of their new rebrand. The video shows a woman attempting to “swear off dating” and becoming a nun. But she soon abandons her convent after spotting a sexy (and sweaty) shirtless gardener.

She’s then handed a phone with Bumble loaded and ready to go. The overlay text reads, “We’ve changed so you don’t have to,” referring to the app’s new features.

In tandem with the commercial, billboards around L.A. appeared with taglines such as “You know full well a vow of celibacy is not the answer.” Others said, “Thou shalt not give up on dating and become a nun.”

And backlash ensued.

Now, I’m assuming this campaign in response to the voluntary celibacy movement on TikTok. The celibacy conversation among young women is due to the extreme toxicity, danger and degrading nature of hookup culture, which has led to many opting for celibacy instead.

Dating apps are at the centre of this conversation and have been criticized as a huge part of the problem.

So what went wrong for Bumble?

Bumble has always claimed it's different because it empowers women to make the first move. However, these ads dismiss a decision and community that have made women feel safer and more powerful.

This dismissal has led app users to feel as though the campaign is counterintuitive to their original brand statement, “Where women set the tone.”

Another creator, whose video has since gone viral, said the app was “delegitimizing our celibacy because you want males to have more access to our bodies.”

Yikes.

Bumble has since apologised, vowing to take down the ads and donate to the National Domestic Violence Hotline as a part of their “ongoing efforts to support women, marginalized communities and those impacted by abuse.”

Will an apology be enough to save them?

The internet says otherwise right now. But perhaps it’s too soon to tell.

The lesson here? Make sure you stay true to your brand values (and maybe don’t disrespect the people you claim to support.) 

- Sophie, Pop Culture Queen

- Sophie, Pop Culture Queen