Gen Z has its own way of celebrating Valentine's Day New generations prefer friends over partners

Generation Z is no longer interested in celebrating Valentine’s Day: according to a report by EduBirdie, 15% declare themselves completely indifferent. Young people have gradually moved away from the traditional way of experiencing this holiday, or at least from what used to be filled with oversized hearts, love poems, and personalized gifts as expressions of eternal and unconditional feelings. So, what does Valentine’s Day mean to Generation Z today?

Unlike previous generations, they are questioning old rules about relationships, broadening the reflection on the concept of love itself. It is no longer exclusively directed at a significant other, but also extends to friendship, affection, and non-romantic relationships. Attention seems to have shifted from just the sentimental sphere to a more existential dimension, where social, environmental, and ethical issues gain greater importance, helping to redefine priorities and perspectives.

Why is Generation Z sadder on Valentine’s Day?

According to EduBirdie, Generation Z is less interested in Valentine’s Day, with 25% stating they feel forced to celebrate it, describing the holiday as compulsory and oppressive. According to Time, adolescents are among the unhappiest during this day, mainly due to social pressure and financial stress. The anxiety around Valentine’s Day affects all genders: more than half of men (58%) and almost half of women (45%) feel the expectations of their partner, while singles face a sense of loneliness already widespread in Generation Z (around 47%).

This mechanism is further amplified by social media, where celebrities and influencers share images of trips, romantic letters, and lavish gifts, helping to create unrealistic standards and fueling insecurities. The survey reported by Time highlights that, out of over 21,000 young Americans, 65% feel the pressure from social media in relationships, leading to increased stress and jealousy.

It must be said that Valentine’s Day, originally a holiday dedicated to the celebration of love, has turned into an occasion dominated by performativity and consumerism, making the value of gifts, cheesy posts, and the number of likes symbolic indicators of affection. The frustration generated by this dynamic does not only affect women but also men, especially younger age groups: some boys between 15 and 17 years old reported often feeling obliged to organize dinners or buy gifts to meet their partner’s expectations.

At the same time, Generation Z is also seeking to intervene on the level of representation, advocating for a less heteronormative and more inclusive image of couples compared to the traditional imagery, often linked to middle-class models and economically demanding romantic gestures. According to a study by the BBC, among Generation Z there is a clear decrease in adherence to a binary gender and an increase in people willing to explore their sexuality, with around 50% identifying as heterosexual and the remaining 50% defining themselves as heteroflexible.

Love is no longer what it used to be

Under-30s adopt a new perspective, less tied to tradition and more to meaning and inclusion, choosing to celebrate platonic love with trusted friends instead of traditional romance. After all, according to The Sun, about 30% of young people prefer to spend Valentine’s Day with friends rather than with a partner. Evidence of this shift is the establishment of “alternative” days such as Galentine’s Day—partner-free (February 13)—celebrated the day before Valentine’s Day. This holiday partly exists to shift the focus from romantic relationships to the value of friendship, offering those without a partner—or who don’t want one—the chance to celebrate in a different way. There is also Singles Awareness Day (SAD, February 15), ironically positioned against Valentine’s Day, celebrating singles, often with humor and gatherings among friends.

These days serve, for the new generations, as occasions to highlight the experiential value of emotional bonds, organizing personalized activities and moments of sharing, and normalizing all forms of love that go beyond romantic relationships. Whether it is self-love, friendship, or family ties, what truly matters is valuing authentic connections that carry the most meaning in their lives, dethroning romantic love as the epicenter of the narrative.