Canadians prefer something different these days, according to a new University of Montreal study

Valentine's Day is just around the corner and a new study led by UQAM suggests that Cupid may need to start shooting another arrow in Canada. Canadians seem to be eschewing classic romantic tropes in favor of more modern forms of intimacy and relationship structures.

MACLIC's 2024 report, Mapping Contemporary Ideals of Love and Intimacy in Canada, revealed the sentiments of more than 3,000 Canadians. The results revealed a strong preference for flexible relationship patterns and away from monogamy, especially among young people and the LGBTQ+ community.

New love trends

Totally modern lovers, 18.5% of those surveyed, reject consensual monogamy and the traditional romantic script for various forms of intercourse.

The profile is younger, with an average age of 37, and is more popular among non-binary people (18.3%) than men (25.9%) or women (55.8%). The group also includes 70.5% of LGBTQ+ respondents, suggesting a bias toward progressive ideals within these communities.

In addition, although at a lower 5.6%, “Generally Modern” people seem to share the same sentiment, but are less prone to emotional connections. This group, about 31 years old, is willing to abandon the philosophy of “one true love” but sees value in the connection of hearts, albeit in an unconventional sense.

The middle place was occupied by “Conservative moderns” with 16.8% and “Reasonable romantics” with 44.6% of respondents. With an average age of 46 to 48, these groups recognize the weight of emotional commitment while welcoming the new age's call for freedom in expressing love.

Romantic Rethinking

The “Thoroughly Romantic” profile, traditionalists at heart, has a 14.7% smaller castle. With an average age of 52, this group advocates monogamy and the timeless story of overcoming life's obstacles. The group and Cautiously Modern suggest the curious disconnect between romantic ideals and the dating experience, which today's dateless singles seem to find solace in.

As for the marital arrangement, the study shows that 74.9% of the Totally Modern group prefers to live together without the formality of marriage. This contrasts with the Totally Romantic group, where 85.8% cohabit, suggesting that traditionalists may place more emphasis on marriage before cohabitation.

The MACLIC study is a barometer of the changing winds in Canadian relationships, where old-school “I do's” are giving way to the exploratory “let's see” approach, creating a new cultural norm during Cupid's hottest season.