🧬 The Science of Love + Staying Social

Dating culture is evolving — and the data is starting to catch up. According to research, it isn’t just romantic love that lights up our brain’s reward circuits: the hormone Oxytocin (often called the “love hormone”) is released not only during childbirth and romantic attachment, but also in deep friendships and meaningful social touch. Psychology Today+3Harvard Health+3Healthline+3

Studies show that higher oxytocin levels correlate with feelings of trust, connection, and emotional safety — whether you’re cuddling a partner or having a heart-to-heart with a friend. Psychology Today+1 And when we spend time around good people, our brain’s reward system perks up in the same way it does when we’re falling for someone. Stanford Medicine+1

So here’s the cultural pivot: instead of “cuffing season” being the only way to feel validated or connected, we’re turning the page to Friendship Fall — this season is for the people who show up, the friends who hold space, the real-life hugs, the “you’re good” check-ins, and the community that keeps us human.

Reading articles that suggest having a boyfriend might look “embarrassing” ? — whew, no thanks. What we do know: being social is crucial. And if we want to lean into the science of it, hugs and kissing your friends can actually meet some of the same needs for human touch and connection.

For example: experts quote (although note they treat it more as heuristic than strict scientific law) that we “need 4 hugs a day for survival, 8 hugs for maintenance, 12 hugs for growth.” Healthline+2Psychology Today+2 Other sources suggest aiming for “one hug eight times a day” as a way to boost oxytocin (the so-called cuddle hormone) and build connection. The Forum+1 And there’s actual research showing that hugs reduce stress hormones (cortisol), increase oxytocin, improve cardiovascular markers — yes, even with friends and non-romantic touch. Healthline+1

Instead of focusing on getting cuffed this season (which can come with pressure, expectations, and weird power dynamics), let's focus on friendship for our mental health, for deeper connection, and for a better world all around. Being more connected, more present, more affectionate with your people — that’s a win.

Real Game Play Tactics:

• Prioritize hanging out with friends, setting aside time for group dinners, game nights, walks, deep chats.

• Show up with intentional physical touch where appropriate (hugs, playful hand-holds, high-fives).

• Check in on how this shift impacts me: Do I feel more grounded? Less pressured? More joyful?

• Treat single status not as lack but as space: space for friendships, self-growth, creativity, connection.

• Keep the dialogue open: if you’re single and tired of the “you should be cuffed” narrative — foodie, gamer, artist, party lover, homebody — let’s make friendship the default mode.

So yeah: Friendship Fall is happening. If you’re reading this and thinking “this sounds good,” join us. Invite a friend, arrange a hang-out, send a hug (even a virtual one) and commit to connection. Because love doesn’t have to look romantic to be real. Stay social. Stay present. Let’s lean into the love we already have, and see where that takes us.

Why this matters

• The pressure of relationships (especially on single people in their late 20s) can feel heavy — expectations, comparisons, “should-being,” timelines. Choosing to redirect into friendship shifts the paradigm.

• From a wellness perspective, consistent social connection + physical touch = real benefits. The research on hugging: for example, the “20-second hug” study found supportive touch before a stress task lowered cortisol levels and helped both partners feel less stress. Psychology Today

• And from a cultural viewpoint: reframing “cuffing season” (which often centers dating/romance) into “friendship season” normalizes the idea that non-romantic relationships are just as meaningful.

Enter How to Be Social — online and IRL events coming your way. We’re exploring connection in all its forms: platonic, creative, communal. Because if biology tells us our bodies crave touch, trust, and belonging, then maybe the “relationship” we should be tending this season is the one with our friends + ourselves.

Connection isn’t just nice-to-have. It’s neuroscience. It’s mental health. It’s the best kind of love there is.💞 #ScienceOfLove #HowToBeSocial #FriendshipFall #StaySocial