We can easily remember the time when dating apps were the new thing, and they promised all the things from love to companionship and the feeling of butterflies in our stomach. But wait a minute, the realm that was once filled with passion for finding love through dating websites has not been so rosy lately. Oh yes, the “Bumble Fumble” is just but one example of the many mishaps that occur in this field.
The Bumble Fumble: A Failure in the Sphere of Dating
In May, Bumble, claiming to be something like “feminist Tinder” finally produced an ad campaign that fell flat. The campaign depicted a woman who would like to stop dating to pursue her desire to become a nun, but she falls for a talented gardener. What could possibly happen with a story like that?
Of course, people’s response to the idea was not long in coming and was highly negative. The ad stood out as insensitive to this change as women are now more empowered and moving away from the culture of casual hookups. Cynics responded that this gave slap in the face to women who are using Bumble app and claimed that the company ‘gaslights’ women who decide to remain celibate. Either way, Bumble was forced to remove the ads immediately and issue a generic apology, but this was not well received.
Have dating apps become a new form of the mundane?
The Bumble Fumble is not an isolated incident, but rather exposes a problem in the dating services industry. Thus, dating apps which were considered to be the spear bearers of modern relationships are gradually becoming obsolete. After reporting poor earnings, Bumble’s stock went down by 30%, while Match Group – the company behind Tinder and other applications – has lost its monthly average of paying users during the last seven quarters.
So, what’s going on?
There are a lot of unhappy campers when it comes to the world of online dating. According to the survey conducted by Pew Research, of all those who have used online dating services, forty nine percent of them had some sort of a bad experience, and the most frequent complaint among the women was the perceived lack of safety and the unwanted communication. But when half of the people that are using these apps are not even ‘happy’ with the apps then one can say why the industry is going through some ‘ugly’ moments.
The Rise of Celibacy
Tinder, Bumble, and Other Dating Apps Threaten a ‘Dry Season’.
Further to the challenges facing the dating app is the rising celibacy rate among celebrities and the general population. Khloe Kardashian, Halle Berry, Lenny Kravitz and many more and saying no to relationships at the moment, what some have tagged as the “Great Abstaining.” This movement is due in part to disillusionment with modern dating norms where sexual encounters, love, and intimacy are accompanied by numerous liberties and expectations.
According to Laurie Mintz, a psychology professor, it is crucial to understand that this shift towards celibacy is not a product of moralization, but people are tired of the norm. It is a way of saying no to a lot of rules and expectations that are often associated with dating whether online or offline.
Are You Searching for Love in All the Wrong Places?
Today, a lot of individuals are discovering that online dating has turned into a numbers game. Especially when an individual is continuously swiping and there are so many people to swipe through, it can be challenging to remember that each profile belongs to an actual human being. The result? Burnout. Individuals have grown bored with the hookup culture that dating apps bring and are searching for more natural approaches to finding dating partners. Mutual clubs, needlework clubs, and niceties during coffee breaks are returning to demand more authentic interactions.
Final Words
However, it is quite possible that we are witnessing one of the lows when it comes to online dating. However, as the public turns its attention to the online dating industry and new players emerge, it becomes evident that the dating apps must change in some way if they are to remain viable.
