Aggressive marketing has conditioned us to believe that gifts communicate the depth of one's affections. The age of social media also means people feel compelled to put on display their most private and intimate moments online for the benefit of the ever present public gaze. Our consumerism has further confused us to believe that the physical tokens we give and receive from our partners - whether they be flowers, jewellery, romantic dinners or other gifts - are substitutes for the patience, understanding and connection that really comprises love. In essence what capitalism has done is to render our relationships increasingly transactional.

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