As Gen Z sours on relationship apps, Bumble hopes basic romance and sentimentality can carry them again.
On Monday (Sept. 8), the relationship app launched a black and white advert that includes actual {couples} who met on the platform. It’s the newest chapter of Bumble’s “For the Love of Love” marketing campaign that started final month.
Set to Labi Siffre’s 1971 monitor “Bless the Phone,” the spot zeroes in on small, tender gestures between {couples}–holding fingers, making eye contact, dancing in the lounge. Bumble selected a monochrome palette to evoke the timelessness of human relationships, in response to the model.
The scenes finish with a voiceover from Bumble founder and CEO Whitney Wolfe Herd, who invitations viewers to “begin your love story.”
The work was created by Bumble’s in-house studio and Particular US, whereas Fenn O’Meally was the director. It’ll run within the U.S., U.Ok., France, Germany, Australia, and Mexico.
“For the Love of Love” is markedly completely different from Bumble’s 2024 world marketing campaign, which struck a extra irreverent and cynical tone to talk to “exhausted ladies.” A few of the adverts sparked backlash for making mild of celibacy.
This effort shifts the main target to romance and significant relationships, as Bumble and its rivals struggle to battle the phenomenon of relationship app fatigue. A 2025 survey from Forbes Well being and OnePoll discovered 78% of all customers and 79% of Gen Z have skilled relationship app burnout.
“This marketing campaign is a celebration of what individuals worth most in relationship immediately—feeling seen, secure, and genuinely hopeful,” Neela Pal, Bumble’s senior vice chairman of selling, stated in an announcement. “It shines a light-weight on the fantastic thing about actual connection and reminds us that love, in its most genuine type, is at all times value cherishing.”
Amy Ferguson, chief inventive officer of Particular US, added that the intention was to seize “love that’s uncooked, sincere, and constructed on real communication and connection.”
Bumble is dealing with weakening enterprise efficiency, chopping 30% of its workforce in June, and reporting a 7.6% income decline within the second quarter of 2025. Wolfe Herd, who based Bumble in 2014, returned to the corporate as CEO earlier this 12 months to assist flip across the enterprise.
