A refresh was needed. Consumers are fatigued after years of swiping, and making the first move—once empowering—had became “a burden to a subset of our customers,” new Bumble Inc. CEO Lidiane Jones told me.

Bumble attempted to lean into daters’ weariness with edgier-than-usual taglines. One billboard read, “You know full well a vow of celibacy is not the answer.” “We wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution,” chief marketing officer Selby Drummond said in a press release at the time. (The campaign was developed by Bumble’s in-house creative team.) When I wrote about Bumble’s relaunch in late April, I mentioned that billboard because it caught my attention as a new tone for the app whose best-known ad was previously, “Be the CEO your parents always wanted you to marry.”

It caught users’ and followers’ attention, too. Photos and videos of and about the advertisement spread on social media last weekend along with outrage. Users and followers said that the ad shamed them for choosing not to have sex, a stance that has gained traction globally, especially among Gen Z. There’s the 4B movement in South Korea, in which women reject marriage, childbirth, dating, and sex (all four words start with the letter B in Korean). There’s going “boysober,” a rejection of men and dating that became a TikTok trend. Just this week, a story in The Cut dives into a sex strike among ultra-Orthodox Jewish women. There are plenty of other reasons people abstain from sex, from trauma to asexuality to ongoing threats to abortion rights.

Bumble apologized and took down the celibacy-related ads Monday night. “We made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite,” the company said in a statement. Bumble said it would donate to the National Domestic Violence Hotline and other groups and offer its now-vacant ad space to those organizations.

The celibacy ads might have angered people no matter which brand posted them, but they seemed to really hit a nerve coming from Bumble. Women have associated Bumble with empowerment in what can be a bleak market for daters. Even when users tired of swiping on Bumble’s app—70% of women reported fatigue in a Bumble survey—many still recognized Bumble as a brand that respected women and their choices. Bumble gained that reputation through its marketing and its support of causes like anti-cyberflashing laws.

Implying that celibacy is not a valid choice didn’t seem right coming from the brand. Nor did its “you know full well” language—forceful, didactic phrasing.

Bumble seems to be taking a breather from its rebrand as it recovers from this setback. The next time the brand attempts to make a splash, it should stick closer to its roots.

Emma Hinchliffe
emma.hinchliffe@fortune.com

The Broadsheet is Fortune’s newsletter for and about the world’s most powerful women. Today’s edition was curated by Joseph Abrams. Subscribe here.

ALSO IN THE HEADLINES

- Professors push back. Faculty at Columbia University issued a no-confidence vote against president Minouche Shafik over her handling of pro-Palestinan protests on campus. The resolution claims Shafik violated students' rights by calling in the police and disrupted academic freedom by threatening to fire faculty that she believed engaged in antisemitic acts. A Columbia spokesperson said Shafik is regularly consulting with faculty, administration, and trustees, as well as local leaders. Washington Post

- Part-time, full force. The U.S. now has more part-time workers than ever thanks to a surge in moms taking on part-time jobs, according to the Bureau of Labor Statistics. Almost 70% of mothers of children under 5 were employed in March, compared to an average of 65.7% during the five years before the pandemic. Many of those who recently joined the workforce did so in part-time roles. Bloomberg

- Stories vs. stats. Birth control prescriptions increased from 2018 to 2023 despite sentiment on social media that suggested otherwise, according to health care analytics firm Trilliant Health. Experts say that a wave of restrictive abortion laws have helped the pill remain popular. New York Times

- Shopping spree. Fidelity Information Services CEO Stephanie Ferris is allocating $1 billion for M&A strategy after the financial services company beat earnings expectations in Q1, the fifth time it outperformed forecasts since Ferris became CEO in late 2022. She’s aiming to maintain momentum by snapping up smaller companies in banking and commercial lending technology. Fortune

- Race ahead. Two Black women could win U.S. Senate seats in November for the first time: Angela Alsobrooks in Maryland and Rep. Lisa Blunt Rochester in Delaware, both Democrats. New York Times

MOVERS AND SHAKERS: Siegel+Gale appointed Dory Ellis Garfinkle as chief marketing officer.

ON MY RADAR

Women lag men in political donating. Why giving circles like J. Smith-Cameron’s could help narrow that gap CNN

An Australian billionaire tried to suppress an Aboriginal artist's unflattering portrait of her. It's only gotten more attention Time

Kathleen Hanna's new memoir is a reminder that true riot grrrls just get older, wiser, and angrier Vogue

PARTING WORDS

“Some people get into politics to be someone, but women get into politics to change something.”

— Philanthropist and Pivotal Ventures founder Melinda French Gates, speaking to Cosmopolitan about the current state of women in politics