Bumble's 'celibacy' ad and how its rebrand went wrong

Many of the lexical features of body confidence messages are here—choice, freedom, rewriting the rules, defying conventions—with images that reinforce these and a soundtrack of the song “Venus” (I’m your fire at your desire). Yet it is striking that Gillette is not trying to free women from pressures to remove body hair but rather attempting to exp

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Increasingly, consumers (Gen Z’s especially) are seemingly ditching Bumble, Hinge, and Tinder in favor of apps that better cater to their preferences and behaviors. In the last 18 months or so, a new paradigm of dating apps has emerged, many of which draw upon growing behaviors around gaming, live and short-form video (Curtn, Lolly, Snack, Filter O... See more

To exist on a dating app is to be constantly inundated by the pressure to meet up, regardless of your readiness. And for women, that pressure is reinforced by existing in a world that hates them for being single.

As Sky Mavis’s revolutionary rhetoric began to look increasingly hollow, the company shifted its story. In December it quietly altered its mission statement, deleting the phrase “play-to-earn” and replacing it with the mushier “play-and-earn.”