Bumble apologizes for “mocking” celibate women
"We made a mistake."
Bumble's latest billboard campaign has stirred up quite the storm, with cheeky slogans like "You know full well a vow of celibacy is not the answer" and "Thou shall not give up dating and become a nun." Instead of sparking laughter, these ads ignited a firestorm of criticism on social media. Users quickly branded the campaign as "unbelievably insulting," "patronizing," and "tone-deaf."
In response to the backlash, Bumble has issued an apology, admitting, "We made a mistake." The company explained, "Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite."
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they got the anti asexual billboards in LA pic.twitter.com/dNy0A56ZMq
— Leslie (@HeyLeslie97) May 8, 2024
The campaign, which ran in the US, faced criticism for failing to understand the diverse reasons why women choose celibacy. Some individuals pointed out that celibacy can be a response to trauma, while others choose it to avoid settling. Asexual people may opt for celibacy while still engaging in romantic relationships, and for some, celibacy is a religious choice.
Moreover, celibacy has increasingly become a form of protest against patriarchal societies. South Korea's 4B movement, which gained global attention, encourages women to exclude men from their lives. The 4B stands for four Korean words that all start with "bi," meaning "no," as explained by journalist Anna Louie Sussman, who covered the movement for The Cut magazine last year.
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In its apology, Bumble emphasized that it has "passionately stood up for women and marginalized communities, and their right to fully exercise personal choice" for years. The statement continued, "We didn't live up to these values with this campaign, and we apologize for the harm it caused."
Bumble is currently facing significant challenges. Its shares have fallen roughly 45% since last July, driven by concerns over its ability to attract younger users. In February, the company laid off 350 employees, approximately 30% of its workforce, as part of a plan to revamp its app to appeal more to Generation Z.
The controversial ad campaign was intended to promote the newly revamped app, but it seems to have missed the mark, leaving Bumble to navigate the fallout from its misstep.