Sweethearts candy joins the list of brands that are tapping into the tragic dating lives of Gen Z

"They made things exciting. You thought you were in love. And now a week has gone by with no reply. Odds are they're not getting back to you. But don't take it personally: We're all ensnared in a ghosting epidemic. According to the Thriving Center for Psychology, one in four Gen Zers and millennials have been ghosted after just a few dates. And to twist the knife even deeper, one in ten report being ghosted after a couple of months of dating."

"Brands like Sweethearts have been quick to capitalize on the reality of today's dating landscape. In 2024, the heart-shaped candy brand launched "Situationship Boxes," featuring candies stamped with intentionally misprinted messages that capture the ambiguity of modern relationships. This year, the brand is unveiling "Ghosted Sweethearts." The all-white conversation hearts are "as blank as that text thread you're still waiting on," the brand says."

"Why are brands diving into Gen Z's miserable dating world? The answer lies in the bigger picture: Unrelenting rejection is feeding a generation-wide panic. As reported by Business Insider earlier this year, Gen Z has already been labeled the most anxious, stressed, burned-out, and lonely generation-and now its members are facing historic levels of romantic rejection. Infinite possibilities are just a click, swipe, or DM away, but so is infinite rejection."

Ghosting affects a significant share of Gen Z and millennial daters, with one in four reporting ghosting after a few dates and one in ten after a couple of months. Brands are creating products that reflect dating ambiguity, such as Sweethearts' 2024 Situationship Boxes and the new Ghosted Sweethearts: all-white conversation hearts meant to evoke blank text threads. Spangler Candy Co. positions the product as expanding beyond Valentine's Day and as a playful take on dating's spookiest phenomenons timed for Halloween. Persistent romantic rejection contributes to generation-wide anxiety amid abundant digital options and frequent rejection.

Read at Fast Company