Brands are leaning into Gen Z’s views on dating for Valentine’s Day. While some brands of course keep Valentine’s marketing traditionally lovey-dovey, some are embracing young people’s dating frustrations. Tinder is making collabs based on Gen Z’s biggest green flags in a potential date, and Sweethearts is pushing real commitment through their candy hearts. (They don’t just say “Marry Me,” they lead to matching headstones.) And despite Gen Z feeling like dating is sometimes more effort than it’s worth, this Valentine’s Day is actually set to be a record spend in the U.S. overall, bringing in an estimated $27.5B. (Inc.)
📊 YPulse data: 61% of 13-39-year-olds agree, “I’m interested in Valentine’s Day-themed promotions / discounts from brands”
