9 Mar 2022PopsciIs monogamy cool anymore? Apparently not.Why people are flipping the script on love

Love is in for a shake up as people no longer conform to society’s expectations of relationships, instead opting for a more fluid approach to their dynamic love lives. As people explore their evolving romantic connections, they are also sharing their experiences on social media - creating safe online spaces for freer expression without fear of judgement.

Karen MulebaKaren Muleba is the Communications Executive at Canvas8. She holds a degree from the University of the Arts London and has had work featured on TPOF. Outside of work, you'll find her at her favourite music gig or finding inspiration at a creative event.

New era of love
Whether it's ethical non monogamy, polyamory or just being a little ‘monogamish’, people are creating their own rules when it comes to their relationships. Following multiple lockdowns which harboured long term feelings of isolation and despair, people are keen to reconnect with more than one person. Facebook and Instagram have seen a 40% growth for conversations around ‘non monogamy’ while growth was seen across the terms ‘throuple’ (+68%), ‘non monogamy’ (+40%), ‘open relationship’ (+62%) and polyamory (+44%). This new outlook on relationships has been driven - in part - by middle aged people, following separation from their long term partners which has led to a change in relationship dynamics. And with divorce becoming a means for self reinvention and exploration, many are taking the opportunity to change the status quo when it comes to love.

Death of the soulmate?
For many, finding the Ross to our Rachel has always been a prerequisite yet the idea of finding ‘the one’ is losing its desirability especially among Gen Zers. “Because we want to believe that the other person is The One, part of our psyche begins to underplay and minimise the reality of the more difficult parts of the relationship”, says founding partner of Self Space, Chance Marshall. And with the mounting housing crisis and climate crisis just some of the worries Gen Zers are currently facing, this uncertainty is fuelling a more subversive approach towards their relationships. With 38% of 18-24 year olds having stated that a polyamory relationship would tick all of their intimacy boxes, brands are adapting multiple love connections such as LELO, who launched a ‘throuples’ restaurant welcoming all types of polyamorous relationships.

While the increasing fluid approach to human connection presents a changing tide in the dating world, it also signifies a rejection of hierarchical expectations. From solo polyamory to people making friendships as their first love, people are prioritising their own wellness regardless of society's expectations, all in the name of ‘self love’.