Every February, grocery stores set aside an aisle for color-coded cards for “him” and “her,” jewelers launch ad campaigns encouraging men to treat the women in their lives to a sparkling necklace, and TV channels broadcast romantic comedies starring Kate Hudson and Matthew McConaughey. Anywhere consumers turn, companies perpetuate the narrative that Valentine’s Day is for boyfriends and girlfriends, and the messrs. and mmes. In other words, for the males and females. These “His” and “hers” themed products ignore the existence of relationships outside of the heteronormative dialogue and gender identities outside of the binary.
Due to the larger lack of representation of the queer community, this time of year can be frustrating, isolating, awkward, and even sad for queer people — it's just another instance where they are not represented. This promotion of cisgender relationships can be harmful to LGBTQ youth and anyone that is struggling to discover or accept their identity. There are many topics that media outlets can cover that allow for inclusion without singling out gay couples as “different” or as something that companies can prop up just to appear inclusive. Though this is a small step, it normalizes the existence of the LGBTQ+ community and can improve the quality of life for many queer people by providing a sense of belonging. Even if it doesn’t solve underrepresentation completely, it’s still a step in the right direction — and what better day to show that “love is love” than a holiday centered around it?
How many examples could you give of a Valentine’s Day advertisement featuring anything other than a straight couple? Could you find a depiction of a queer couple in the card section of your local supermarket? Unfortunately, Valentine’s Day today isn’t about equality, nor is it really about love. It is about making money, and being inclusive doesn’t always bring in the most profit. So, while society, in general, has made steps towards becoming more progressive, February 14th is a leap backwards, thanks to...profit-hungry corporations.
Unfortunately, Valentine’s Day has traditionally been geared toward straight people to fulfill corporate greed. Last year, Americans were expected to spend $23.9 billion on Valentine’s Day, according to an annual survey by the National Retail Federation. It was reported to be the second highest year of Valentine’s Day spending. The people making decisions to create ads, sell products, and push propaganda are simply “trying to hit the widest net they can,” said Brooke Cusick, a senior majoring in psychology at California State Fullerton. “They're going for the biggest demographic to their knowledge, which is straight people and they're missing a whole, underserved, underrepresented group of people who also would probably love to be a part of their marketing.”
Valentine's Day is a holiday often associated with romance and love. However, for many members of the LGBTQIA community, it can be a reminder of the inequalities they face. While heterosexual couples are able to freely express their love and affection, members of the LGBTQIA community often face discrimination, stigma, and a lack of legal recognition for their relationships. This can lead to feelings of isolation, marginalization, and a lack of support. It's important for society to recognize and address these inequalities, and for individuals to show their support for the LGBTQIA community on Valentine's Day and every day.