“This campaign is a reminder that love is worth believing in,” Whitney Wolfe Herd, founder and CEO of Bumble, told ADWEEK in a statement. “‘For The Love of Love’ is our way of honoring those who continue to show up with hope—for something honest, deep, and real. We want to make space for that kind of connection.”
Bumble’s comeback attempt
Bumble has a steep hill to climb in rebuilding its brand, after the company axed 30% of its workforce in June. Its stock has lost 90% of its value since going public in 2021, according to CNN, while its second quarter revenue declined by 7.6%.
Wolfe Herd, who founded the app in 2014, returned to Bumble as CEO earlier this year to help turn around the business.
Bumble’s brand also took a hit last year after a rebrand and ads that sparked backlash for making light of celibacy. The brand later apologized for the campaign.
For this new campaign, Bumble took a different approach after connecting with its community, said Neela Pal, senior vice president of global marketing.
“Over the years, finding love online has shifted,” Pal told ADWEEK. “It marks a renewed focus on what matters most: helping people find real love, in all its depth, uniqueness, and possibility.”
The dating app problem
Bumble’s challenges mirror those of the wider sector, as increasing numbers of users report dating app fatigue. Match Group, owner of dating apps including Tinder and Hinge, cut 13% of its workforce earlier this year.
A 2025 survey from Forbes Health and OnePoll found 78% of all users and 79% of Gen Z have experienced dating app burnout.
To tackle this issue, Bumble aims to show how it “brings people closer to love, prioritizing a member experience that drives curiosity, ignites confidence, and sparks joy every step of the way,” Wolfe Herd said.
“We’re using everything we’ve learned: the good, the imperfect and the honest, to reimagine what meaningful relationships look like in this next chapter,” she added.