Bumble: Kindness Is Sexy

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. 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.