Not so stupid for cupid

 Annoyed couple sitting back to back. (Courtesy)

Valentine's Day has long been a cultural tradition and a time to celebrate love. But in recent years, the attitudes of Generation Z have been shifting away from traditional views on romance and relationships.

Early this week, Nairobians and Pulsers at large tried their level best to woo their loved ones. From the so over-the-cheesy decorations and heart-shaped treats to endless streams of Instagram captions about love, we witnessed them all.

According to a 2020 research finding from US personal finance resource Bankrate, millennials were more likely to overspend on Valentine's Day than those who are from older generations, but on the flip side, we have Gen Z.

We live in an age of unprecedented access to technology and social media, and it is changing the way people, particularly younger generations, experience love and romance. Their perspectives on and approaches to love and romance are unique.

Their attitude towards relationships, and sex is more pragmatic and their take on Valentine's Day is shaped by both personal and societal factors. They view it as an outdated and overly commercialised holiday that does not offer real opportunities for meaningful connections.

This holiday has long been celebrated as a day of love and appreciation, with traditional customs such as exchanging cards, gifts, and chocolates. However, younger generations in particular, Generation Z are taking a new approach to romance and relationships, with a more independent mindset.

They are not exactly known for their love of romance. They do not need to feel pressured into celebrating Valentine's Day or any other holiday that celebrates love, they just do not care about it.

Gen Z has a different set of values and they know how to get things done and make their own rules, which makes them resistant to traditional notions of romance. They also grew up watching friends falling in love on social media before they even went on dates with each other.

So there is no real pressure for them to find someone special at all! It might even be scary for them if someone did ask them out because they would have no idea what would come next.

Research has it that Gen Z's attitude towards love and romance, including their preference for casual relationship arrangements and their avoidance of long-term commitments has seen a departure from the traditional values of love and romance which were previously held in high regard.

As such, we must consider the changing views on love and romance as Generation Z navigates their way through this new landscape of modern relationships.

With their open-mindedness, Gen Z is more likely to be open about their emotions and honest with their partners, as they understand the importance of communication in relationships.

They also tend to be more accepting of different types of love, such as polyamory or same-sex relationships, than previous generations.

Disdain for Valentine's Day

This anti-Valentine's Day attitude could mean that the traditional views on romance and relationships are set to change, as Generation Z continues to challenge the status quo and shape a new cultural landscape.

A study conducted by the University of Hartford reveals that Gen Z is increasingly turning away from traditional Valentine's Day activities and symbols and instead, they are redefining love and romance and opting for more meaningful connections with partners, friends and family.

They prefer to express their love through unconventional means such as text messages, social media posts, or even just spending time with their significant other.

It appears that the traditional notion of expressing love through cards, flowers or gifts has become less popular among the younger generation.

As a result of this shift in attitudes towards Valentine's Day, many companies are now offering unique gift ideas that cater to the modern and tech-savvy Gen Z population.

While the status quo of the day is quickly shifting, the impact is also felt across the board. With the emergence of "anti-Valentine's Day" trends, from small florists and bakers to big box retailers, all have noticed the dwindling profits that come with this anti-Valentine's Day sentiment.

With the rise of 'Galentine's Day' and 'Palentine's Day', businesses are struggling to find ways to combat the current social trends.

"A day like today last year I had sold out by 1 pm, but this year I have only managed to get three orders totalling Sh7,200," says florist Smiley.

Once seen as a day of commercialism and overindulgence, Valentine's Day can be an opportunity to focus on meaningful connections and appreciation for those closest to you.

As the generations shift, Gen Z's take on love and romance is changing the traditional narrative. With every passing year, we are seeing a shift towards more self-love and meaningful relationships that go beyond physical gifts.

"It is not just about the exchange of cards, chocolates, or expensive gifts, it is about the small gestures that remind us of our love and appreciation for one another.

Whether it is through an act of service, a special gift, or an expression of admiration, the key to showing our appreciation for our loved ones is not about how much money we spend but how much effort we put in to make it meaningful," says musician Kuky.

However, a study survey by EduBirdie confirms that not all Gen-Z are anti-romance. More than 15 per cent of users surveyed said they would celebrate Valentine's Day if they had someone to celebrate it with, but unfortunately, the ghosting culture is too strong.

Additionally, nearly 75 per cent of female users surveyed said they will participate in Galantine's Day, which is a fun version of the romantic holiday, where girls spend the day with their friends, instead of a beau.

Love and Romance

Gen Z is the first generation to grow up in an era of social media and a majority of their interactions are now online. This has and will continue to change the way they approach love and romance compared to previous generations.

For Gen Z, social media has become an ideal way to meet potential partners while exploring themselves and the world around them.

Online dating or meeting partners through social media apps has become a norm for this generation, allowing them to find compatible partners and even make meaningful connections.

This shift in dating trends can also be attributed to Gen Z's beliefs about romance and relationships being more open-minded than previous generations with more acceptance of varied relationship structures and casualness in their interactions.

They are also more likely to be open about their feelings online with friends, family, and significant others rather than have face-to-face conversations.

According to a recent survey of more than 3,000 Gen Z respondents, most individuals prefer the convenience of communicating through online platforms such as text messages, video calls, and social media.

This trend indicates that Gen Z is less interested in traditional face-to-face communication and more willing to share their feelings online.

Additionally, Gen Z members are more likely to look for potential love interests online than relying on introductions from friends or family, a key contrast from generations before them.

With the increasing shift towards technology-based connections, Gen Z members will likely continue to take advantage of the growing trend of online dating.

Gen Z brings a unique perspective to love and romance in the digital age. Technology and social media have allowed them to form meaningful connections with those around them, even though they may never meet in person.