Per Boström, a lecturer in modern Swedish at Umeå University, has conducted research on the differing views of love between younger and older demographics. He emphasizes that the current love landscape is heavily influenced by digital platforms, leading to a tendency among younger individuals to strategically pursue love rather than allowing it to develop organically. This shift raises questions about the implications of a more calculated approach to romance.

Boström notes that inquiries about love advice are prevalent among his audience, with many seeking tips on navigating modern relationships. He asserts that the past few years have ushered in significant changes in how love is perceived and pursued, particularly with the rise of online dating. This change has both advantages and drawbacks, as noted by Boström, who encourages a more flexible mindset in matters of the heart.

The discussion around love has gained even more attention recently with the so-called "ick" phenomenon, sparked by influencer Hanna Friberg's appearance on a talk show where she discussed the small turn-offs that can hinder attraction. Her candid admission about her own experience, particularly with a seemingly trivial dislike for a lunchbox, reflects broader societal conversations about the nuances and challenges of modern dating, especially among the youth who may be overly critical in their pursuits.