Romantic relationships are shifting in subtle but noticeable ways. Across many parts of the world, personal goals, independence, and self-focus are taking priority over collective values and emotional dependence.
A recent international study suggests this growing individualistic mindset may also be changing how deeply people experience romantic love.
The findings do not suggest that love is disappearing. Instead, they point to a change in how people connect, commit, and emotionally invest in relationships.
Global Study on Love and Individualism
Researchers led by Marta Kowal from the University of Wrocław in Poland examined how individualism influences romantic attachment. The study, presented at the “Love, actually and in theory” conference in Edinburgh, UK, involved more than 61,000 adults from 81 countries.
Participants ranged from 18 to 90 years old and had been in relationships lasting anywhere from a few weeks to several years. They completed online surveys measuring both romantic intensity and personal values.
To assess romantic love, participants rated statements on a scale of 1 to 5, including:
“I feel a deep emotional bond with this person.”
“I am committed to maintaining this relationship.”
Researchers also measured individualistic attitudes using a 1 to 7 scale. Participants responded to statements such as:
“Group success is more important than individual success.”
“Individuals should pursue goals only after considering the welfare of the group.”
The results revealed a clear pattern. People with stronger individualistic values appeared to experience romantic love less intensely. The same trend appeared in a second study involving more than 6,000 partnered adults from 50 countries.
Researchers also accounted for age, sex, and economic background before reaching their conclusions.
Why Individualism May Affect Emotional Connection
Thomas Curran from The London School of Economics and Political Science believes modern culture may be shaping how people interact emotionally.
“If you’re constantly worried about you as an individual and the way you’re perceived as an individual, you feel a lot more competition because you think everybody’s an individual fighting for scarce resources,” Curran explained.
That mindset can influence everyday interactions in relationships. Instead of emotional openness, people may focus more on self-presentation and personal image. According to Curran, this can make vulnerability harder.
“You would find it hard to reveal your whole self to someone else,” he said.
Emotional vulnerability often plays a central role in deep romantic attachment. Without it, relationships may feel emotionally lighter, even when commitment still exists.
A Cultural Shift Across Generations
Several researchers believe this trend reflects wider social changes.
Julie Aitken Schermer from Western University in Ontario, Canada, noted that younger generations may be more individualistic than previous generations were at the same age.
“My opinion is that younger generations today are likely to be more self-obsessed and more individualistic,” Schermer said.
Globalization and social media are often linked to this cultural shift. Constant digital comparison, personal branding, and achievement-focused lifestyles may encourage people to prioritize themselves before communities or relationships.
At the same time, earlier studies on this topic produced mixed findings. Marta Kowal explained that many previous studies were small and limited to only one or two countries. The latest research stands out because of its international scale and diverse participant pool.
Loving Less Intensely Is Not Always Negative
Not every expert sees reduced emotional intensity as harmful.
Jaroslava Varella Valentova from the University of São Paulo in Brazil suggested that intense romantic attachment can sometimes interfere with other areas of life.
“Being completely in love and dependent and intensively thinking about one person may reduce your ability to work or study,” Valentova explained.
A lower emotional dependency on romantic partners may allow people to spend more energy on friendships, personal interests, family connections, or career development.
The findings may reflect a broader shift toward balance rather than emotional detachment.
Can Relationships Stay Deep in an Individualistic Culture?
Experts believe so see themselves as part of a wider social group could improve emotional connection. Talking therapy and community-based support may help individuals build healthier emotional openness.
Researchers are continuing to study the long-term emotional effects of romantic intensity. Kowal’s team plans to track around 2,000 partnered individuals in Poland over the course of one year to explore how love intensity influences overall well-being.
The modern rise of individualism appears to be reshaping romantic relationships across cultures. Large-scale research now suggests that people who strongly prioritize independence and self-focus may experience romantic love with less emotional intensity.
Still, the findings do not paint love as weaker or less meaningful. Instead, they reveal how relationships are adapting to social change, digital culture, and evolving personal values. Emotional connection remains important, but the way people experience closeness, commitment, and vulnerability may continue to shift with each generation.