Bumble aims to amplify Black love with #MyLoveIsBlackLove campaign


79% think there is a lack of relatable images and stories about dating as a Black person (Picture: Bumble)

More than half of Black people in the UK don’t see themselves represented in images of love in mainstream online spaces, according to new research.

The lack of representation is even more prominent among Black women.  

The research, completed by social app Bumble, also found that more than three in four Black people (79%) think there is a lack of relatable images and stories about dating as a Black person in the UK. 

This makes sense when you understand that searches of keywords relating to love – like ‘romance’, ‘relationship’, and ‘couple’ – return incredibly limited depictions of Black people.  

Bumble, together with Metallic Inc and British artists, actors, athletes, entrepreneurs and activists, is launching a new campaign to better document Black Love.  

#MyLoveIsBlackLove aims to better represent the breadth of Black love in a real and uniquely British way.

The aim is to diversify the narratives of the Black experiences highlighted in mainstream media. (Picture: Bumble)

Throughout October, Black British voices will share their real, unscripted reflections on what love means to them. By focusing on the joy of Black love the aim is to diversify the narratives of the Black experiences highlighted in mainstream media. 

The campaign includes stories from model Jourdan Dunn, presenter Clara Amfo, Olympic GB boxer Nicola Adamsmodel Leomie Anderson, spoken-word artist George the Poet, Gal-dem founder Liv Little, author Yomi Adegoke, and sex and relationship expert Oloni and many more.  

Research shows that this lack of Black love representation in mainstream online spaces lead more than one in three Black British millennials to feel stereotyped by others.  

Relationship expert, Oloni (Picture: Bumble)
One in three Black British millennials feels stereotyped by others. (Picture: Bumble)

Of those who think there is a lack of relatable representation, more than half (52%) state that this has a negative impact on their mental wellbeing. 

85% of millennials feel that dating apps have a role to play in the way that Black love is depicted in the British mainstream media. 

More than a third of young Black Brits feel that seeing more representations of Black love would make them feel empowered and celebrated. 

85% of millennials feel that dating apps have a role to play in the way that Black love is depicted in the British mainstream media. (Picture: Bumble)
Radio presenter Clara Amfo(Picture: Bumble)
gal dem founder, Liv Little (Picture: Bumble)
Boxer, Nicola Adams (Picture: Bumble)

‘Growing up in London, I saw so little of myself reflected in images of love and relationships that I consumed,’ says Naomi Walkland, head of Bumble UK & Ireland. ‘And when I did, it rarely represented the Black British experience.

‘If this inspires just one young Black girl to feel empowered to make the first move then it is a step in the right direction.

‘Through this effort to document and amplify British Black Love stories, we hope to better represent the breadth of love in the UK. The Black community deserves to see themselves in images of love and joy and their love stories should be celebrated in mainstream spaces.’ 

Grace Ladoja MBE, co-founder of Metallic Inc adds: ‘It is important to celebrate Black love in all forms, from relationships to self-love and especially Black joy which is often excluded from the media or stereotyped.

‘As Black Britons are from all different cultural backgrounds, it was essential to highlight what makes us unique and the culture that unifies us. I love the cast and their stories and the authenticity of this campaign.’

Do you have a story to share? We want to hear from you.

Get in touch: metrolifestyleteam@metro.co.uk.

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