Bumble (NASDAQ: BMBL), recently launched a series of billboard advertisements across Los Angeles to encourage women to reenter the dating scene. However, the campaign backfired, drawing significant backlash for its perceived insensitivity toward women's personal choices.
The controversial billboards displayed messages such as "Vow To Celibacy Is Not the Answer" and "Thou Shalt Not Give Up on Dating and Become a Nun."
These statements were condemned by various communities, prompting Bumble to issue a public apology on social media.
"We Made A Mistake," Bumble posted. "Some of the perspectives we heard were from those who shared that celibacy is the only answer when reproductive rights are continuously restricted, from others for whom celibacy is a choice, one that we respect; and from the asexual community, for whom celibacy can have a particular meaning and importance, which should not be diminished. We are also aware that for many, celibacy may be brought on by harm or trauma."
In response to the backlash, Bumble announced it would remove the offensive billboards and donate the reserved advertising space to the National Domestic Violence Hotline. Additionally, they pledged to make financial contributions to support this cause.
Bumble has recently been rebranding itself to alleviate the pressure on women to make the first move in the dating process.
A new feature, "Opening Moves," allows female users to set a prompt to which male suitors can respond, reversing the app's long-standing requirement that women initiate the conversation.
Despite these changes, Bumble still aims to "empower women to have control over and options in how they date."
The company's latest initiatives are part of a broader strategy to revitalize its brand and improve user experience as it struggles to maintain its stock price. Since its initial public offering (IPO) in 2021, where it debuted at $75 per share, Bumble's stock has significantly declined, reaching a low of $10.04 on April 16.
Despite having a 10% revenue growth in Q1 of 2024, the company missed revenue estimates, prompting the stock price to drop by 14.80% as of February 28.