Dating app Bumble apologized for ads that offended women. Students can assess the company’s response against principles for apologies.

In addition to the billboard shown here, an ad tells women, “Thou shalt not give up on dating and become a nun.” Women are not amused, with some feeling as though their choice of celibacy is being mocked and their autonomy questioned. Others question why the ad targets women’s behavior and not men’s.

Bumble responded on Instagram (text below). The company hits several of the marks for an effective apology identified in Chapter 7 of Business Communication and Character, 11e. Although they didn’t explicitly write, “We’re sorry,” they take responsibility upfront (“We made a mistake”). They also identified what they did wrong in the first paragraph and humbly list the reactions—how people were affected—in the second paragraph. Pulling the ads is the only rational thing to do.

For me, the donation seems patronizing and trivial, particularly without knowing whether the amount is significant and without evidence of a previous relationship with the organization. Offering the billboard space is at least relevant to the situation.

Students might speculate on how this happened. Did an external ad agency get carried away? If so, Bumble, appropriately, doesn’t blame them. Did they fail to test the ads with focus groups? We may never know, but Bumble seems to have learned the lesson and, overall, responded well.

TO OUR BELOVED BUMBLE COMMUNITY:

We made a mistake. 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.

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.

For years, Bumble has passionately stood up for women and marginalized communities, and their right to fully exercise personal choice. We didn't live up to these values with this campaign and we apologize for the harm it caused.

So, here's what we're doing:

We're removing these ads from our global marketing campaign. Bumble will be making a donation to the National Domestic Violence Hotline, among other organizations, as a part of our ongoing efforts to support the work being done around the world to support women, marginalized communities, and those impacted by abuse.

We will also be offering these partners this billboard space to display an ad of their choice for the duration of our reserved billboard time.

Please keep speaking up and telling us how we can be better. We care about you and will always be here for you.

With love and sincere appreciation,

Bumble