Valentine’s Day is soon approaching! Yet there is something different about this year’s celebrations.
I’ve noticed that there is a lack of engagement within the holiday – focusing less on boyfriends and consumption, and more on friendship. I have seen less oversized teddy bears, and more dinners with friends.
Overall, the performance of Valentine’s Day has quieted, and there seems to be a growing shift from “cheesy” romantic gestures toward something more grounded and authentic.
Young people, specifically Gen Z, have used social media to showcase this new age. The recent Vogue piece, “Boyfriends are Embarrassing” seemed to capture a sentiment that has been rarely explored in the past. Valentine’s Day is no longer a day that people feel pressured to be in a relationship. Instead, there has been a rise in posts about the beauty of single life.
Traditional relationship expectations have clearly shifted over the years. Although this does mean more freedom and emphasis in personal identity, it does point to more loneliness within our generation. Over 90% of single men and women say that “the current dating environment is more difficult than ever” (Forbes).
This frustration may lead to many people no longer prioritizing romantic relationships. Instead, Valentine’s Day has been a focal point for so much humor on the internet. From jokes about the lack of commitment from relationships to the downplaying of relationships, there has been a clear cultural shift. People feel freer to express their dislike without discrediting other relationships.
This shift is also directly correlated to a rise of more conscientious consumer consumption. With rising costs of living and increasing distrust of thoughtless consumption, people have been more critical with how they spend their money.
We have seen the effect of this in the recent Starbucks boycotts which shut down numerous locations in major cities. People are no longer willing to flood towards places for the sake of convenience or corporate marketing, they are taking a moment to think of what their money is funding.
Instead of expensive gifts, there is a rise in acts of service, groups, hangouts, and experiences. A rise in intentionality.
I believe Valentine’s Day will never be completely removed from our culture. We love a chance to celebrate the thing that drives so much of our actions and thoughts: love! However, it is refreshing to see the way Valentine’s Day is becoming less of a test for romantic value, and more of a day to personally choose the way you show love in your community.
