Canadians Are Less Into Romance & More Open To Non-Monogamy, A New Study Finds

Valentine's Day is around the corner, and a new UQAM-led study suggests that Cupid might need to start firing a different kind of arrow in Canada. Canadians seem to be steering away from classic romantic tropes in favour of more contemporary forms of intimacy and relationship structures.

The 2024 MACLIC report, "Mapping Contemporary Love and Intimacy Ideals in Canada," sussed out the sentiments of over 3,000 Canadians. The findings identified a serious lean towards flexible relationship models and away from monogamy, especially among younger folks and the LGBTQ+ community.

New love trends

"Completely Modern" lovers, making up 18.5% of the surveyed, are rejecting the traditional romantic script for various forms of consensual non-monogamy and uncommitted sexual encounters.

The profile skews younger, with an average age of 37, and is significantly more popular among non-binary individuals (18.3%) than among men (25.9%) or women (55.8%). The group also encompasses a substantial 70.5% of LGBTQ+ respondents, suggesting a tilt towards more progressive ideals within these communities.

Meanwhile, more "Generally Modern" individuals, though fewer at 5.6%, seem to share the same sentiment but with a slight tilt towards emotional connections. This group, averaging around 31 years old, is willing to ditch the "one true love" philosophy but still see value in entanglements of hearts, albeit in a less traditional sense.

The middle ground is held by the "Cautiously Modern" at 16.8% and the "Reasonably Romantic" that make up 44.6% of respondents. These groups, aged between 46 and 48 on average, acknowledge the weight of emotional fidelity while entertaining the new age's call for freedom in love's expression.

The romantic rethink

The "Completely Romantic" profile, traditionalists at heart, holds a smaller fort at 14.7%. This group, averaging an age of 52 years, champions monogamy and the timeless narrative of soulmates overcoming life's obstacles. That group and the "Cautiously Modern" are where single individuals not currently dating seem to find solace, suggesting a curious divergence between romantic ideals and dating practices.

As for living arrangements, the study found that 74.9% of the "Completely Modern" group were more likely to cohabitate, indicating a preference for living together without the formalities of marriage. That contrasts with the "Completely Romantic" group, where 85.8% were cohabitating, suggesting that traditionalists may place more emphasis on marriage before living together.

The MACLIC study is a barometer for changing winds in Canadian relationships, where the old-school "I do" is making room for a more exploratory "let's see" approach, carving out a new cultural norm just in time for Cupid's busiest season.