May 17th 2024.
In recent days, billboards for the dating app Bumble have been popping up in major cities, including on the London Underground. While Bumble prides itself on its female-first approach, their latest campaign has sparked controversy and backlash for being labeled as "sexist" and "anti-women."
The posters, which have been spotted in various cities, have sparked discussions on social media about victim-blaming and misogynistic language. One user, who goes by @blobwithagob, shared a picture of one of the billboards with the caption "Thou shalt not give up on dating and become a nun," followed by "introducing the new Bumble." They expressed their frustration with the app's attempt to shame women into returning to the app, suggesting that Bumble should instead run ads targeted at men to encourage them to be more "normal." This sentiment was echoed by many women who shared their thoughts and even threatened to boycott the app.
Another billboard that read "A vow of celibacy is not the answer" sparked similar backlash, with users like @vaglnapolice suggesting that women are choosing to abstain from dating and meaningless hookups, causing both the app and men on it to suffer. This sentiment was also shared by content creator and founder of female friendship membership group New Circle Society, Sophie Milner, who believes that the ads are once again putting the burden on women to change themselves to fit into a man's world.
The ads have also raised questions about the reasons why women may be less inclined to use dating apps currently. According to Sophie, women are "evolving" and no longer accepting men's behavior, demanding more compassion, kindness, equality, and emotional intelligence. Love coach and relationships writer Marina Lazaris suggests that the fact that Bumble, a dating app where women choose men, has called out women is "interesting." She believes that this could be a sign that women are tired of chasing men and are choosing to abstain from dating to focus on themselves.
Aside from the backlash towards the company, there are also potential consequences for a campaign like this. Psychologist and sex and relationships advisor Barbara Santini explains that ads like these perpetuate harmful stereotypes and contribute to gender inequality. She urges Bumble to take a multifaceted approach to address any possible harm and prioritize ethical and responsible messaging that respects the dignity and autonomy of all individuals.
In response to the public reaction, Bumble issued a public statement apologizing for their mistake. They acknowledged that their ads referencing celibacy were offensive and did not live up to their values of standing up for women and marginalized communities. They have since removed the ads from their global marketing campaign and will be making a donation to organizations that support women and those impacted by abuse. They have also given these organizations the opportunity to display their own ads in place of Bumble's.
Despite these measures, the app may still have a long way to go to regain the trust of those who were offended by their ads. Bumble ended their apology by telling women that they care about them and will always be there for them. If you have a story to share, get in touch by emailing [insert email].
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