TODAY, MORE than half (53 per cent) of black people across the UK don’t see themselves represented in images of love in mainstream online spaces. The lack of representation is even stronger amongst black women (67 per cent). 

The black community deserves to see themselves in images of love and joy and their love stories should be celebrated in mainstream spaces

Naomi Walkland, Head of Bumble UK & Ireland

Research done by popular social app Bumble shows that more than three in four black people in the UK (79 per cent) think there is a lack of relatable images and stories about dating in the UK.

This should come as no surprise when searches of keywords relating to love such as ‘romance’, ‘relationship’, and ‘couple’ show little to no depictions of black people. 

Together with Metallic Inc, and leading British artists, actors, athletes, entrepreneurs and activists, Bumble 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.

Throughout the month of October, more than 30 black British voices will share real, unscripted reflections on what love means to them. By focussing on the joy of black love the initiative aims 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 Adams, model and entrepreneur Leomie Anderson, spoken-word artist George the Poet, rapper MS Banks, comedian David Whitely, Vogue Director Vanessa Kingori, Gal-dem founder Liv Little, presenter AJ Odudu,sex and relationship expert Oloni and many more all interviewed by author Yomi Adegoke. 

The campaign aims to open a conversation about love in the UK within the black community.

Exploring the many voices that make up the black British identity, across gender, skin tone, heritage, sexuality, and location.

Events in 2020 have highlighted a lack of black representation and empowerment in day to day life and this extends to how people feel about love. Research shows that: 

• More than three in four black people in the UK (79 per cent) think there is a lack of relatable images and stories about what it is like to date as a black British person. 
• This lack of black love representation in mainstream online spaces lead more than one in three black British millennials (34 per cent) to feel stereotyped by others.  
• Of those who think there is a lack of relatable representation, more than half (52 per cent) state that this has a negative impact on their mental wellbeing. 
• 85 per cent 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 one in three black British millennials feel that more seeing representations of black love would make them feel empowered (37 per cent) and celebrated (35 per cent). 

Grace Ladoja MBE, co-founder of Metallic Inc says: “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.”

Naomi Walkland, Head of Bumble UK & Ireland says, “Growing up in London, I saw so little of myself reflected in images of love and relationships that I consumed.

“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.

“At Bumble, we have a role to play in how our community, particularly millennials, think about love and relationships.

“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.

“This campaign is just the first step, and there is more work to be done, but together with amazing partners we hope to spark a necessary conversation.”