Bumble, a popular dating app, recently canceled an ad campaign that mocked celibacy as an alternative to dating in an effort to promote its matchmaking service. The company issued an apology after receiving backlash for the ads which included tag lines such as “You know full well a vow of celibacy is not the answer.” Bumble had rebranded the company and launched the campaign as part of what it is calling “the new Bumble.”
Previously, Bumble had distinguished itself from other dating apps by requiring that women make the first move, but it has since reversed course on this signature feature. The company addressed the controversial anti-celibacy ads in a statement on Instagram, admitting that they had made a mistake. Bumble acknowledged the backlash from individuals who choose to be celibate, as well as people who identify as asexual and other groups with whom the ads failed to resonate. The company has now removed anti-celibacy messaging from its global marketing efforts and is making a donation to organizations that support marginalized communities.
The decision to cancel the ad campaign comes as Bumble struggles to grow its user base and attract younger members. Research shows that younger individuals increasingly prefer to interact with others who are seeking romantic connections on social media apps like Instagram and TikTok. Bumble’s shares have dropped around 45% since last July, prompting the company to make changes to its marketing strategies. Bumble is now offering the ad space that was previously used for the anti-celibacy billboards to advocacy groups focused on supporting marginalized communities.
Overall, Bumble’s decision to cancel the controversial ad campaign and apologize for offending individuals who choose celibacy or identify as asexual demonstrates a commitment to listening to feedback and making amends. The company’s efforts to remove anti-celibacy messaging from its marketing and support organizations that advocate for marginalized communities are steps in the right direction towards promoting inclusivity and sensitivity in advertising. Additionally, Bumble’s willingness to reevaluate its strategies and make changes in response to shifting user preferences highlights its adaptability in the competitive dating app market.
