Love evolves and brands are not lagging behind.
This ‘day of lovers’ has coincided with the end of the 6th wave and also with a public more eager to go out and celebrate than ever. But are we still celebrating Valentine’s Day the same way we did a few years ago?
Tales of princes and princesses are in the doldrums, more and more couples are meeting through apps like Tinder, new forms of relationships such as polyamory or ‘living apart together’ are spreading and the idea that living as a couple is not the ideal state for everyone is growing.
Just as the profile of the flower-giver has become more and more masculine, the concept of ‘love’ has also been redefined.
Today the idea of love is much more inclusive, free and diverse than a few years ago and, accordingly, many brands are trying to broaden the scope of their campaigns beyond couples and lovers.
Because no, you no longer need a partner to celebrate love. Valentine’s Day now coexists with Saint Valentine’s Day and Saint Galentine’s Day, making this date also the celebration of singleness, self-love and female friendship.
Thus, we find brands like Colvin, which invites us to break with the clichés of this day and celebrate love in our own way, or Dunkin, which has prepared a special collection of sweets for us to ‘indulge’ both alone and in company.
Because, like everything else, love evolves and brands must listen to their consumers and adapt their proposals to their own needs.