Valentine’s Day is upon us and YPulse’s V-Day data from our recent Dating & Relationships report shows nearly two thirds of Gen Z and Millennials plan on celebrating—up from 61% last year. And while most teens are single, whether they’re looking to date or not, over half are still marking the date. But over six in 10 say they don’t feel pressure to be in a relationship for Valentine’s Day, which means they’re celebrating the non-romantic love in their lives. They’re prioritizing friends and family when it comes to who they spend the day with and who they’re buying gifts for. However, marketing for the holiday is still primarily romantic and YPulse’s What’s the Situationship? trend data shows over six in 10 Gen Z agree “brands don’t understand how people in my generation view love.” Young consumers believe in material symbols for platonic love as much as for romantic, which is paramount for brands to consider around this holiday. If they want to capture all young consumers, not...
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