Bumble told women celibacy was 'not the answer' — they took it as an insult and left

In early 2024, Bumble launched a rebrand under CEO Lidiane Jones, including a new logo, the tagline 'We've changed so you don't have to', and a billboard campaign. The billboards included the slogans 'You know full well a vow of celibacy is not the answer' and 'Thou shalt not give up on dating and become a nun'. A 30-second ad showed a woman considering becoming a nun, then being tempted back by a shirtless gardener.

The backlash was immediate. Critics called the campaign tone-deaf and misogynistic, saying it condemned women for choosing not to date and dismissed the growing trend of voluntary celibacy. Influencer Lauren Salaun said on TikTok: 'Bumble is supposed to be a women-friendly dating app, and these ads are literally telling women how to date and what to do with their bodies.' Actress Julia Fox posted: '2.5 years celibate and never been better.'

Bumble apologised via Instagram, unlisted the YouTube ad, took down the billboards, and donated the reserved billboard space to organisations including the National Domestic Violence Hotline. The company acknowledged it had 'unintentionally alienated a significant portion of its user base'. Bumble and Match Group had seen their combined market value drop by over $40 billion since 2021.