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The Minimalists

Joshua Fields Millburn & Ryan Nicodemus write about living a meaningful life with less stuff for 3 million readers. As featured on: ABC, CBS, NBC, BBC, TODAY Show, NPR, Forbes, The Atlantic, New York Times, Wall Street Journal, USA Today, and National Post. They live in Missoula, Montana.

The Commodification of Love

Love

There’s another holiday lurking somewhere around the corner. Valentine’s Day. Mother’s Day. Sweetest Day. Birthdays. Christmas. We’ve programmed ourselves to give and receive gifts on these and many other holidays to show our love for one another.

We’ve even been told that gift-giving is one of our “love languages.” This idea is utterly ridiculous, and yet we treat it as gospel: I love you—see, here’s this expensive shiny thing I bought you.

Gift-giving is not a love language any more than Pig Latin is a Romance language. Rather, gift-giving is a vapid, pernicious cultural imperative in our society, and we’ve bought it (literally) hook, line, and sinker. We’ve become consumers of love.

The grotesque idea that we can somehow commodify love is nauseating. We often give gifts to show our love because we are troubled by real love. Buying diamonds is not evidence of everlasting devotion. Commitment, trust, understanding—these are indications of devotion.

Gift-giving is by definition transactional. But love is not a transaction. Love is transcendent—it transcends language and material possessions and can be shown only by our thoughts, actions, and intentions.

Perhaps Jonathan Franzen said it best: “Love is about bottomless empathy, born out of the heart’s revelation that another person is every bit as real as you are. To love a specific person, and to identify with his or her struggles and joys as if they were your own, you have to surrender some of your self.”

This doesn’t mean there’s something necessarily wrong with buying a gift for someone, though we recommend gifting experiences over material possessions. But don’t fool yourself by associating that gift with love—love doesn’t work that way.

Further reading: The No New Gifts Challenge and Those Who Truly Need a Gift