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In a recent turn of events, Bumble has issued an apology for its advertising campaign that seemed to poke fun at women who practice celibacy.
The online dating platform promoted a series of billboards with phrases like “you know full well a vow of celibacy is not the answer”, and “thou shall not give up dating and become a nun”.
These advertisements met with strong backlash on social media where they were labeled “unbelievably insulting”, “patronising”, and “tone-deaf”.
Bumble has since acknowledged its error stating: “We made a mistake.”
The company further explained: “Our ads referencing celibacy were intended to resonate with individuals disheartened by contemporary dating. Unfortunately, rather than creating joy and laughter, we inadvertently achieved the opposite.”
The adverts, which appeared throughout the US, have been critiqued for overlooking the various reasons women choose celibacy.
For some, celibacy is a response to trauma, a refusal to “settle”, or a lifestyle choice linked to asexual identity; for others, it’s a religious commitment or a form of protest against patriarchal norms—as seen with South Korea’s 4B movement.
Journalist Anna Louie Sussman describes 4B as encompassing “no marriage” (bihon), “no childbirth” (bichulsan), “no dating” (biyeonae), and the “rejection of heterosexual sex” (bisekseu). The movement, beginning as a modest protest, has now gained international traction.
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“The first no – bihon – is the refusal of heterosexual marriage,” Sussman reports.
The phenomenon, originating in South Korea, has seen its hashtags explode on platforms like TikTok, demonstrating a robust global resonance.
Following its public apology, Bumble has also pledged donations to the National Domestic Violence Hotline among other women-supporting entities. Additionally, billboard space initially booked by Bumble will be repurposed for these organisations to feature messages of their choosing.
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Bumble’s public statement expressed regret over not upholding its longstanding advocacy for women and marginalized groups, and it recognized the detrimental impact of its recent campaign. It committed to doing better in the future.
Amidst this controversy, Bumble is also facing a challenging period in terms of its market performance. Since last July, its stocks have plummeted almost 45%, reflecting investor unease about its prospects with younger demographics. Subsequent layoffs hitting 30% of its workforce underscored the urgency of a strategy overhaul targeting Gen Z.
The contentious ad series was part of an initiative to roll out this new Bumble app.
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FAQ about Bumble’s Campaign and Apology
- Why did Bumble apologize for its ad campaign?
- Bumble apologized because its advertising campaign came across as mocking celibacy, which caused significant backlash and upset among users and the public, particularly as it disregarded the varied personal reasons behind the practice of celibacy.
- What is the 4B movement referenced in the article?
- The 4B movement is a women-led protest that originated in South Korea and advocates for the rejection of marriage (bihon), childbirth (bichulsan), dating (biyeonae), and heterosexual sex (bisekseu) as a stand against patriarchal norms.
- How has Bumble’s stock been performing?
- According to the article, Bumble’s stock has tumbled roughly 45% since the previous July due to concerns over its ability to appeal to Generation Z users.
- What measures has Bumble taken following the backlash?
- Bumble apologized for the campaign, announced donations to organizations supporting women, and offered billboard spaces that they had booked to these organizations to display messages of their choice.
Conclusion
Bumble’s attempt to engage with its audience through a lighthearted take on celibacy struck a nerve, leading to a swift and critical public response. The company’s public apology and subsequent actions to support women’s organizations reflect a conscious effort to make amends and adhere to its professed values of female empowerment and inclusivity. Moving forward, Bumble faces the imperative of not only mending its public image but also revamping its strategy to satisfy the expectations of a younger, discerning user base.
