Something has shifted in how young people talk about love. On TikTok, “green flags” attract more views than stories about passion. Galentine's and Palentine's Day are growing every year. Therapy language such as ‘boundaries’ and “emotional availability” has become standard in dating.

And the figures follow suit. A European study by DeGraaf et al., covering 24 out of 33 countries, shows a clear decline in sexual activity among young people over the past two decades. In the United Kingdom, the frequency of sex among young adults fell from six to less than five times a month (Natsal). Young adults now spend five hours a week on social contact, seven hours less than fifteen years ago (Institute for Family Studies, 2025). London researchers describe how Gen Z experiences dating as a “psychological confrontation” where showing interest already feels like a risk (University College London, 2025).

Sex recession

Journalists call it the ‘sex recession’, but that's not entirely accurate. The desire is still there. It's just that the conditions are no longer there. Dating apps are hated. Swiping feels superficial, ghosting is the norm. The gap between men and women is growing. The result: a generation that is lonely and jaded. Yet they are still searching, but in a different way. Running clubs, intimate dinners that go on late into the night, low pressure, at their own pace. The will is there, as long as the threshold is low enough.

Love bombing by brands

The same logic applies to brands. Attention is the new proof of love. Whoever views my story sees me. Whoever responds acknowledges me. That's why young people talk about brands the way they talk about people.

“This brand understands me.”

“I belong here.”

“In a culture where identity is built publicly, brands become building blocks of who you are.”

Take Vinted: not second-hand clothing, but participation. Every find is content, every purchase a moment to share. Or Loop Earplugs, which grew from a functional product to a community focused on focus and mental peace. Or Ace & Tate: transparent, consistent, no loud campaigns, but a quiet presence. These brands don't build a funnel. They build a relationship.

And relationships work differently than campaigns. Many brands make the same mistake as bad dates: love bombing. Excessive attention during a launch, then radio silence. Gen Z sees right through that. In a culture that fears ghosting, the brand that stays wins. Not just on Valentine's Day, but always.

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