Remeber, men are not mind readers and we are often accused of being dolts and forgetful. Not because we want to, are intentionally doing so, or are disrespecting your wishes. Rather, we just don't realize how important it is to you. I know I have the utmost desire to support my W and make sure she feels loved, I sense he does too.
At work it is different. We are in our comfort zone where everyone speaks male and our language. At home, we are in a bit of foreign territory where we understand the local language, but the dialect is confusing. Maybe he just doesn't understand how important it is to you? Has he read 5LL? Maybe you guys can openly discuss how you feel loved and the light might come on?