In celebration of its sweet but Zero Sugar flavours, Strawberries ‘n’ Cream & Cream Soda, Pepsi and IRL dating brand, Thursday, unveil new research confirming the romantic grand gesture is officially out, as Gen-Z turn away from Valentine’s Day this February.
Instead, the UK’s Gen-Z daters are prioritising ‘Relation-sipping’ – the new love language which prioritises smaller, sweeter little “sips” and more personal moments over sweeping gestures. Choosing to love in their own way, 77% of Gen-Z daters admit they prefer smaller, sweeter gestures delivered little and often over any gestures associated with being grand and sweeping (5%).
The shift reflects a wider turn away from the forced romance of Valentine’s Day. Now, almost 1 in 3 (31%) admit they will avoid traditional Valentine’s tropes this February, such as turning up to their work with flowers/a gift (25%), posting them on social (24%), taking them on a surprise trip (22%), buying them a teddy bear (20%) or asking them to be their girlfriend / boyfriend (20%).
This is mostly because they find them intense (37%), they feel like fake dating (32%), or they feel inauthentic (26%) and impersonal (20%).
Instead, today’s daters are reclaiming the narrative of romance. For Gen-Z, true intimacy isn’t found in the big displays, but in the small everyday treats and thoughtful gestures that “Relation-Sipping” brings.
Top 10 Relation-sip Gestures
- Complimenting your outfit (50%)
- Sending a good morning text (50%)
- Watching their favourite film together (48%)
- Vibe check to see how their day/week is going (46%)
- Remembering and getting your sweet treat (44%)
- Taking you to your go-to food spot (38%)
- Listening to your favourite artist together (38%)
- Sharing music with you that reminds them of you (38%)
- Creating nicknames for each other (36%)
- Remembering your exact coffee (or drink) order (31%)
These acts of romance indicate the shift towards the smaller, sweeter sips of ‘relation-sipping’, with Gen-Z saying these smaller gestures make them feel seen (83%) and valued (85%).
In fact, they’re so important that nearly half (46%) admit they wouldn’t continue dating someone if they didn’t show these types of gestures, with a further 65% saying they’d be mortified if their partner did something staged, like a performative romantic moment for their social media.
Steven Hind, chief marketing officer at Pepsi UK&I, says: “At Pepsi, we believe the best moments in life are found in little treats, which we bring to life through our Pepsi Zero Sugar Strawberries ‘n’ Cream and Cream Soda flavours. Our partnership with Thursday celebrates the beauty of the small stuff in dating and our ‘28 Days of Relation-sips’ card game is designed to help people looking to date to prioritise these micro-moments, making dating a little sweeter, one sip at a time.”
Abi Blears, dating expert at Thursday, says: “The era of the ‘Insta-worthy’ date is over. GenZ can smell a staged moment a mile away and they’re actively opting out. Instead, we’re seeing a massive shift towards ‘Relation-sipping’—those tiny, unpolished windows of real connection that don’t require a suit or a three-month waiting list. Our partnership with Pepsi is about giving people the permission and the tools to keep it sweet, and simple.”
Pepsi has partnered with the IRL dating brand, Thursday to launch ‘28 Days of Relation-sips’ – a set of playing cards to help create small moments of sweetness from the first date. The limited-edition card deck, available via @pepsiuk social channels**, is your daily guide to keeping the early-days vibe alive, by showing up little and often.
Abi Blears’ 3 Tips to Master ‘Relation-sipping’
- Go Niche, Not General (Focus on the Personal)
“For young people, generic gifts like red roses or a box of chocolates are low-effort luxury – an easy way to show love when you can’t think of anything else. And GenZ won’t put up with that anymore. For them, Relation-sipping is about the “I saw this and thought of you” energy that a sweet moment brings. To do it, pay attention to the micro-details. If they mentioned a specific childhood snack once or have a favourite Pepsi product, bringing that to a hangout shows you aren’t just dating someone, you’re dating them. Specificity is the highest form of flattery.”
- The ‘Echo’ Effect (Acknowledge & Reciprocate)
“Relation-sipping only works if it’s a two-way street. Because these gestures are small, they can sometimes be overlooked if you aren’t paying attention. When your partner “Relation-sips” maybe by sending you a song or grabbing your favourite drink, make sure to call it out. A simple “I love that you remembered I liked this” validates the effort. Then, echo the energy. It’s not about keeping score; it’s about maintaining the “sweetness” momentum.
- Tailor the Treat (Find What Works)
Not all “small acts” are created equally. Some people find a “good morning” text the ultimate boost, while others prefer a quiet 15-minute walk after work to decompress. Treat your relationship like a discovery phase. Use the Relation-sipping Cards to figure out what makes your partner tick. Once you find their “sweet spot” such as planning their favourite date or a thought of you text, double down on it.
In addition to the ‘28 Days of Relation-sips’ cards, Pepsi and Thursday will be hosting a one-off dating event, Love at First Sip, taking place on February 12th in London. Which combines Pepsi cocktails including Pepsi Zero Sugar Strawberries ‘n’ Cream and Cream Soda, live DJ sets, Sofa Sessions and speedy dating games designed to spark real-life chemistry.
