Valentine’s Day campaigns and ads have always focused primarily on romantic love—after all, isn’t this the couples’ holiday? But Gen Z and Millennials see love differently than gens before them, and most don’t believe brands understand that quite yet; our data shows 60% agree “Brands don’t understand how people in my generation view love.” In fact, they feel that advertisements are still pushing them toward perfect romantic relationships, but they would rather see love portrayed in other ways: with their friends and with themselves. So, while some brands have caught onto Galentine’s Day and Palentine’s Day for platonic love celebrations, and Single’s Day for self-love, many still relegate V-Day for the couples. But if they really want to reach young consumers, they should reconsider how they frame love, and what kind of love is most important to them. YPulse’s What’s The Situationship? trend report data shows exactly how young people feel about love, different kinds of commitment, and how their views on it all are different than the ones presented...
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