Valentine’s Reveals a Lot About Modern Risk Behaviour

By Dr. Edna Chawiya In Kenya, approximately 58 percent of people plan to celebrate Valentine’s Day, with average spending expected to reach around KES 9,000. This figure may appear modest in isolation, but it becomes more significant when viewed against broader economic realities, rising living costs, and the demographic reality of a young population navigating financial independence amid strong social influence. To many, February 14th may appear to be a seasonal celebration, but critically reviewed, it highlights the various ways emotionally charged moments reshape behaviour and, over time, quietly accumulate risk. The willingness to spend beyond planned limits during emotionally salient events illustrates how psychological factors tied to identity and social status can override rational budgeting decisions. Behavioural science helps explain this phenomenon, showing how emotional arousal can narrow cognitive focus and make individuals more likely to favor immediate social rewards over longer-term considerations. Under emotional pressure, many individuals prioritize short-term social rewards over longer-term risk considerations. In the Kenyan context, social media amplifies this effect, with more than 70 percent of young people reporting pressure to present an ideal Valentine’s experience online, creating a feedback loop where perceived norms drive increasingly performative decision-making. From a risk advisory perspective, this dynamic mirrors organizational behaviour during crises or high-stakes moments, where visibility and reputational concerns can prompt reactive rather than strategic decisions. Individuals, much like institutions, begin to optimize for perception rather than sustainability. The implications of this behavioral shift extend beyond financial overextension. Approximately 40 percent of young adults admit to making impulsive financial decisions during Valentine’s month and later regretting them, according to research from the Kenya Institute for Public Policy Research and Analysis. Impulsivity, while sometimes a matter of poor discipline, is often a predictable outcome of cognitive biases such as present bias, social comparison, and loss aversion. The perceived risk of appearing indifferent or inadequate in a relationship may outweigh the abstract risk of future financial strain. Advisory frameworks that ignore these behavioural realities often fail because they assume rational actors operating in emotionally neutral environments. Urban relationship dynamics further illustrate the interplay between psychological pressure and risk exposure. Around 65 percent of people in Kenyan cities report undue pressure regarding Valentine’s Day expectations, particularly the need to impress partners. When relational validation is tied to material gestures, individuals may enter a cycle of escalation, in which each decision sets a higher benchmark for future behaviour. Over time, such patterns can lead to financial stress and reputational and relational risks, including conflict and social scrutiny. These outcomes mirror corporate reputational risk cycles, where initial decisions driven by competitive signaling create long-term obligations that are difficult to sustain. Equally important is the often-overlooked risk profile associated with those who do not participate in the dominant narrative. Approximately one-quarter of Kenyans report feelings of loneliness during Valentine’s Day, according to data from the Kenya Mental Health Atlas. Emotional isolation can influence risk behaviour in ways that are less visible but equally consequential, including impulsive spending, risky social engagements, or decision-making driven by a desire to mitigate perceived exclusion. Seen through an advisory lens, this reality shows that risk can also arise from efforts to compensate for emotional gaps. Ultimately, the broader insight is that risk rarely originates from the absence of information but from the gap between what people know and how they behave under pressure. Valentine’s Day vividly illustrates this gap as emotional drivers increasingly intersect with digital visibility and cultural norms. This awareness allows advisory institutions to lead by reframing risk management as both a psychological and strategic discipline. (The writer is the Consultant Clinical Psychologist at Minet Kenya)