"The initial insight underpinning the divisive new ad from dating app Bumble is relatable to women who have experienced online dating frustrations." - Caroline Gill, IMA's head of channel communications.
"The poorly timed and tone-deaf campaign missed the mark, requiring more than an apology to rectify the situation amidst ongoing discussions on women's safety." - Audrey Dahmen, senior brand strategy consultant.
"Bumble's shift away from its safety branding, especially during a time when women's safety is a significant concern, has led to criticisms for being dismissive and shaming." - Ibukun Oluleye, creative strategist.
"The drastic shift in Bumble's branding from a safe platform to a bold and opposing view has led to a sense of betrayal and disappointment among women users." - Katy Blake, fractional chief content officer.
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