Bumble’s Fumble and Recovery

Last week, I posted about Bumble Inc.’s bold efforts to rebrand themselves on social media, with an eye on connecting with #exhausted Gen Z daters. The dating app, geared towards empowering women, wiped their social feeds and seemingly got in on the joke about how 20-somethings are swiping left on dating altogether.

Fast forward a few days later and the company launched a global marketing campaign with ads and billboards that touted celibacy as an alternative to online dating. Their message of “You know full well a vow of celibacy is not the answer,” so try “the new Bumble,” wholly missed the mark. As a company founded by a woman, geared toward giving women agency and safety in dating, it was not a good look and certainly was not well received.

When it comes to corporate crisis and scandal in the news – there is generally an undercurrent of rooting for a company’s failure – “how could they let this happen.” As consumers of this news, 99.9% of us are guilty of clicking on the click-baitiest headlines in our feeds.

The reality is that companies are run by humans who are not infallible. When organizations take risks, change direction, and try to reach new markets in new ways, there is always the possibility of error. Mistakes not only happen; they are inevitable.

I want to be clear about what Bumble’s crisis is and is not. Though this is playing out publicly, it’s not a communications problem – it’s operational. This is Dezenhall’s crisis management commandment number one. The genesis of their marketing campaign is a response to a share price that’s been steadily falling for nearly a year because they’re struggling to reach new, younger users. Earlier this year, Bumble laid off 30% of its workforce and lauded their plans for major change.

Hindsight is always 20/20. I’m not here to judge Bumble for their billboard blunder, but rather to examine their reaction to the self-inflicted crisis and what they got right in the immediate aftermath.

Timely, but not timid. Often, organizations in crisis prioritize speed over substance and you see statements like “we regret this happened” and “we’re reviewing this matter further.” Bumble moved quickly to write to their “beloved community” within less than a day of the initial outcry. They were detailed in what their error was, made it clear they understood why it was problematic, and outlined how they are course correcting.

Authenticity and action, over admission of guilt. Every attorney I’ve ever worked with is terrified of the apology, as an admission of guilt is often a recipe for litigation. Bumble expresses their regret while emphasizing the action they’re taking, while being specific about the constituencies they impacted. Further, they ask for the community to continue to keep them honest and provide feedback, even if that’s tough to hear.

Reasonable and respectful. One of the best possible outcomes for my clients facing contentious media interviews or congressional testimony is to be received as friendly and factual. It sounds stupid simple, but the reality is memories are short, and if people walk away thinking that executive seemed like a decent person who was doing their best, that’s a win. Bumble’s response reads to me as rational and respectable, as well as forward-looking without glossing over their mistake.

When a crisis occurs, shortening its lifecycle, limiting its operational disruption, and minimizing reputational harm is the name of the game to get an organization back to business. There is no doubt Bumble made a major fumble, but as the saying goes, “It’s not how we fall. It’s how we get back up again,” and I’m confident recovery is right around the corner for this bold and evolving brand.  

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