The most common and most likely answer to this crossword clue is the 9 letter word POLYAMORY
I've seen this crossword clue in The Guardian
P
O
L
Y
A
M
O
R
Y
Buddy explains!
The straight part
We know that "Loving lots of people" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case loving lots of people = polyamory.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does POLYAMORY mean?
POLYAMORY noun- Any of various practices involving romantic or sexual relationships with multiple partners with the knowledge and consent of all involved.