Love is the in the air. With Valentine’s Day right around the corner, Branded asked our community members if they plan to celebrate. Just under two-thirds of our community are likely to celebrate their love with their spouse, friends or family. Roughly 37 percent of community members are definitely celebrating Valentine’s Day and an additional 26 percent indicate they might celebrate but are still on the fence. About 37 percent of community members let us know they are not planning to celebrate Valentine’s Day.

Digging into the data, we see that younger community members are the most likely to celebrate Valentine’s Day. Roughly 40% of Millennials (age 21-38) indicate they plan to celebrate. We were curious if the positive feelings about Valentine’s Day extend to positive feelings about relationships.  Branded recently polled our community members and asked if they feel it is important to have a significant other in their lives. We polled our community and 16,229 members responded.

The results show that not only Millennials are more likely to celebrate Valentine’s Day, they are very likely to feel it is important to have a significant other in their lives. Approximately 66 percent of Millennials feel it is extremely/very important to have a significant other in their lives. 

Overall, 62 percent of Branded community members feel it is extremely/very important to have a significant other in their lives. Across the generations, men value having a significant other more than women. Our research revealed that 69 percent of men indicate having a significant other is important compared to 57 percent of women.

Among women, younger women are more likely than older women to feel having a significant other in their lives is important. Roughly 62 percent of Millennial women and 56 percent of Gen X women feel it is important to have a significant other in their lives.

Younger men and older men are more likely than those in middle-age to feel having a significant other in their lives. However, men of all generations are more likely than women to feel it is important to have a special someone in their lives.

Generation by Gender: % indicating it is extremely/very important to have a significant other