Lottie London Launches Love YOU Campaign

It’s no surprise that modern dating has been greatly impacted by the internet and social media due to Gen Zs spending an increasing amount of time online, resulting in more relationships than ever starting on ‘the apps’ such as Hinge, Bumble, Tinder with online dating the most common way to meet your partner a recent report showed. Although dating apps seem ideal for their lifestyle, the Gen Z community identifies an increasing side effect of online dating – ghosting, the act of cutting someone off or blocking them without warning. 

Statistics show that 84% of Gen Zs have been ‘ghosted’ before whilst 2 in 3 Gen Zs feel ‘ghosting’ is a byproduct of online dating. With a report showing that 30% of Gen Zs have been ‘ghosted’ on or around Valentine’s Day and a further report showing that 80% of Gen Zs say their own self-care is the most important aspect when dating.

As a result, Gen Zs are turning to humour to navigate modern dating and to bring light to the situation initiating the rise of the viral ‘#deluluisthesolulu’ trend. The viral hashtag has over 124 million views on TikTok and creates a safe place where young people come together to share their stories. Through GRWM and story time content, users share their dating experiences with their audience to humour and relate to their situations (or situationships). The trend has seen huge growth in recent months and arguably can be linked with the manifestation movement, also credited to growing on TikTok. 

This Valentine’s Day, Lottie London introduces the Love YOU a Lottie campaign to encourage their community that being delusional to get through Valentine’s isn’t to be ashamed of. Through Lottie London’s very own Gen Z led agony aunt style podcast we will bring the Lottie London community together sharing their stories and providing ‘the solulu to the delulu’. This campaign will champion the use of humour by the Gen Z community and highlight the importance of self-care and maintaining mental wellbeing whilst navigating modern dating, without shaming those who manifest their dream reality through delusion – an increasingly popular coping strategy. Whether you have been ghosted, had a cringeworthy dating disaster or just channelling your hopeless romantic Lottie London wants to encourage putting YOU first this Valentine’s.

Lottie London is committed to educating, supporting, and understanding our community and wants to give our Gen Z community a place to feel empowered, educated, supported, and understood. Alongside the tools to navigate modern dating, prioritise their self-care and how to support themselves and their friends. With this year’s campaign Lottie London wanted to use humour to shine a light on the important modern dating issue of ghosting that is affecting the Gen Z community and their self-esteem when navigating modern dating.

“At Lottie London, our core brand values are aligned towards supporting our community, by helping to foster a safe space for young people to lead their lives equipped for any challenges ahead. Our Gen Z community are digital first and we want to help them by giving them the support, education, and the tools to navigate modern dating, prioritise their self-care and feel empowered. At Lottie London we understand the situations many Gen Z face during modern dating, all the ups and downs to navigate through and we are here to support them on their journey. Through this year’s campaign we wanted to use humour to shine a light on the important modern dating issue of ghosting that is affecting our Gen Z community and their self-esteem when navigating modern dating.” comments Nora Zukauskaite, Global Marketing Director at Lottie London

Check out the Lottie London Love YOU a Lottie campaign over on IG here and TikTok here.