Bumble, the women-first dating and social networking app, today launched a global campaign titled Kindness is Sexy featuring new content with actor Adam DiMarco.
The partnership comes at a time when nationwide, singles are more focused on kindness as a key element of their dating decisions. According to Bumble’s latest consumer survey, a majority (84%)* of respondents around the world agree that being kind is more important than physical attributes in a potential partner, with honesty (67%) and empathy (62%) being the top two defining characteristics of kindness in a relationship.
The video embodies this sentiment as it follows DiMarco throughout his day as he interacts with strangers through various acts of kindness, catching the eyes of those around him for going the extra mile to lend a hand or give a compliment. These acts reinforce that kindness is one of the most attractive qualities in a person. In fact, nearly half (40%%) of women polled define a great partner as someone who shows kindness to strangers.
“I am excited to team up with Bumble and be part of a project driven by kindness,” said Adam DiMarco. “It’s a great opportunity to change the narrative and show what a more positive portrayal of masculinity looks like, and reminds us that kindness is actually the most attractive quality in a person.”
“When we approach dating with kindness, we help create an environment of respect and compassion, and for connections to grow,“ said Whitney Wolfe Herd, founder and CEO of Bumble. “Kindness is a core value here at Bumble, and we know it is the driving force behind our mission of creating healthy and equitable relationships. This new content helps redefine the idea of attraction, and encourages us to never lose sight of the most valuable traits in a relationship.”
Bumble also found that an overwhelming majority (73%) of those surveyed stated that how they define what makes a great partner has changed dramatically over the past five years, and of that percentage, the number one change with women respondents was that they are no longer willing to put up with toxic behaviors (55%).
To highlight that kindness matters on Bumble, the app recently rolled out Compliments, a message before match feature that allows Bumble’s community to be even more intentional about starting the conversation in a positive way.
*Based on a survey commissioned by Bumble with Censuswide of 8682 General consumers (18+) across the UK, USA, Germany, Colombia, Argentina, Mexico, Brazil, Australia and Singapore in May 2023.
