The traditional view of romantic relationships no longer works for many people
Valentine's Day may be less about couples, and more about throuples, monogamish, or consensual non-monogamists this year as new research suggests the notion of 'love' is changing forever. According to the survey of 2,000 Brits aged under 40, over half have been in an unconventional relationship, resulting in two thirds believing that Valentine’s Day is too geared towards an old fashioned ‘ideal’ of love.
In fact, more than a third of Gen Z and Millennials will be celebrating Valentine’s this Friday in an open relationship, where they have agreed to have a connection with other people, outside of the primary relationship. While 28 per cent are in a “monogamish” partnership - where occasional outside relationships are allowed with mutual consent, and 19 per cent are in a long-distance union where partners live far apart and rely mainly on technology to stay connected.
One in six could be booking a table for three on Friday, as they’re in a throuple, while nine percent are in an “empty love” partnership, where commitment remains, but the shared enthusiasm has faded away. 84 per cent believe that young Brits are redefining what a modern relationship looks like, with 82 per cent agreeing that love is love no matter what and 88 per cent acknowledging that it doesn’t matter what type of relationship you are in as long as you are happy.
Chantal McDowell, Senior Brand Manager from 19 Crimes, said: “19 Crimes feel that Valentine’s Day is an outdated celebration of love. So we wanted to create a limited-edition Valentine’s label that celebrates and reflects all of the different types of modern relationships and encourage consumers to gift a bottle to someone.”
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