CREATIVE PARTNERS
Kent MacDonald | Art Director
Trent Jones | Copywriter
Tom Finn | Art Director
TENSION: Sex is discussed constantly online — but no one's having it. Lack of intimacy affects everything from sleep to stress to mood. Gen Z has been hyper-connected online but physically disconnected. They’re cautious about intimacy, wary of labels, and shaped by isolation, performance culture, and digital dating fatigue. They’re less sexually active, more anxious, and more touch-starved than previous generations.
KEY INSIGHT: Gen Z is in the midst of a Sex Recession
THE BIG IDEA: Invest in SEX
