In the backdrop of the COVID‐19 pandemic, which has already had disastrous public health and economic effects, but also resulted in the positive emotion of love as a spontaneous response at many levels, this article asks whether there is a need for the explicit inclusion of the emotion of love in policy formulation. It answers this affirmatively by first proposing, in Part I, what love should mean in policy formulation. However, as rationality remains highly prized in policy formulation, it considers emotion as prejudicial to its cool and level‐headed processes and assumes that human behaviour is exclusively negative. To overcome this drawback, love is proposed for inclusion in policy formulation on the rationale that it is a real and positive emotion. Part II takes an eclectic approach and provides six examples of love’s relevance drawn from hate studies, medicine, business, psychology, religion, and women’s preferences. Together, they constitute a significant pattern and demonstrate love’s versatility, making it relevant for those who formulate policy. Suggestions for policy applications are also made. While acknowledging that including love in policy formulation is not a panacea, this positive, universal, and resilient emotion should be incorporated in policy formulation to increase its effectiveness and relevance given the exceptional negativity of our times following COVID‐19.