Bumble differentiates itself from most dating apps by having women make the first move. The woman-owned business prides itself on empowering women to initiate the first conversation with a match. This would potentially cut down on the numerous unsolicited messages from unwanted suitors.
In an attempt to rebrand the app and engage its users as Gen Z moves away from dating apps to pursue real-life romantic connections, Bumble launched a marketing campaign to introduce a new feature. With new CEO Lidiane Jones at the helm of the app, it recruited the likes of actor Barry Keoghan to lure in the internet obsessed-"Saltburn" crowd. The app has even done away with its initial model that "women make the first move" which opens doors for men to start conversations too. Jones told CNN that the new "opening moves" feature allows Bumble to evolve while staying true to the app's original messaging.
