Valentine’s Day has historically focused on a one dimensional view of love that excludes the majority Valentine’s Day. A day that historically celebrates and validates a one dimensional view of love. An archetype of romance which is anything but inclusive. Celebrating romantic love, all too often between a man and a woman, primarily through purchasing gifts, in many ways feels out of touch with the reality of multifaceted lives in which ‘romantic love’ is not the pinnacle of a patriarchal achievement economy. With the stigma around being ‘single’ failing to reflect the reality of choice, the plethora of cards featuring imaging heterosexual couples adds to the sharp edges of a ‘celebration’ which in many ways must belong to a bygone era. Yet while the mass market mainstream Valentine’s marketing machine might favour romantic love above all else, many have already co-opted Valentine’s for their own ends. From parents choosing Valentine’s Day as a moment to mark their love for their children, to the growing popularity of ‘Galentine’s Day’ a special day dedicated to honouring friendship in all its forms. So can marketers also embrace the power of doing Valentine’s Day differently, or is it time to call time on […]
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