Future of Sex
- 1. F UT U R E O F S E X AnalyzingTrends Spring 2014 Arda Asena & Zeina El-Zein O
- 2. HY P OT H E S I S The millennials are nowadays witnessing drastic extremes of the concept of sex through the advancement of technology. People now have different needs because the nature of sex has become more available with no human contact; therefore it has created worlds of individualized bubbles.
- 3. F O R C E S G L O B A L I Z AT I O N “T H E M O D E R N W O M A N ” T E C H N O L O GY
- 4. “I am expected to aspire to marriage ... Now marriage can be a source of Joy and love and mutual support But why do we teach girls to aspire to marriage And we don't teach boys the same? We raise girls to see each other as competitors Not for jobs or for accomplishments But for the attention of men We teach girls that they cannot be sexual beings In the way that boys are...” Beyonce - Flawless (feat. Chimamanda Ngozi Adichie) Society no longer demands that women get married, it provides other options for women to achieve financial success and stability outside of marriage. In 1970, 60 percent of women between the ages of 20 and 24 were married, and 90 percent of women were married by the time they were 29. In contrast, in 2010, only 20 percent were married by 24, and 50 percent by age 29. According to sociologist Philip Cohen, at the current rate of decline, "the percentage of people getting married will hit zero at around 2042." –Cosmopolitan Magazine “T H E M O D E R N W O M A N ”
- 5. G L O B A L I Z AT I O N We live in an exteremely mobile world, where travelling and working oppurtunites are becoming more popular, pushing people away from their loved-ones, which has created an effect on realtionships, the interchange of worldviews, products and ideas. The idea of roaming cultures has created relations and exhcange of ideas through the use of technology which has helped shift the perspective of some cultures. A main example would be Arab Spring. What is new and important about contemporary globalization is the speed, extent and the impact of the changes that flow from it. - CNN “ Recent staticts show that 3 million married couples in the United States live apart, 25 to 50 % of college students are currently in long-distance relationships, and 75% of college students have engaged in one at some point”
- 6. T E C H N O L O GY “Fifteen years ago, if you’d said that technology would soon be playing a big part in our sex and social lives, I’d have calmly zipped up my bag phone and said you were crazy. Fast forward to today” –Ask Men Almost everything has become technology based, which creates a need for sex to also move in that direction and become more adaptable to the virtual world rather than the physical. Indeed, whenever you look, people are forming relationships with virtual disembodied beings. The sattelite navigation voice. The“intelligent personal assistant” on your laptop, mobile or tablet, which is ‘Siri”, for many Apple device users. Forbes
- 7. The Fundawear by Durex “This is where an object is fitted with sensors and ‘actuators’ that enables the wearer to feel things, in a virtual way.” -- Forbes Fundawear allows physical touch to be transefered wirelessly between couples.The boxer, underwear and the bra are fitted with a series of mini vibrators. By using your smartphone signals can be sent via internet, which sets off the vibrations. “Today, the industry continues to work toward the seamless transmission of our entire sensory experience.” – How Stuff Works PLEASURE H A PT I C S CONNECTION LELOis a designer brand for intimate lifestyle products. it is famous for transforming the look, the feel and the function of how personal massagers are percieved through vibrators, bringing a new level of luxury to the products of this kind.
- 8. V I RT U A L “There are more than 8 million users of the online virtual world Red Light Centre, visiting virtual sex clubs, bars, strip joints and brothels armed with packets of virtual money” –Forbes RED LIGHT CENTER is a virtual game that allows people to create their own avatars which may be customized to suit the users taste and allowing virtual sex with another avatar. AVATAR CLASSROOM is an educational website that is connected to a virtual world of second life. This can be a prediction on how the future of sex education will unfold. "The web permits you to write your own stories, describe your situation, inhabit another character, expand on existing stories, detail your sexual life through blogging or create your own." -The Guardian ANONYMOUS PSYCHO DRAMA
- 9. S U R R O G AT E Real Doll The Real Doll is a sex robot that takes the form of a life sized sex doll with the real looking features.The doll has an advanced computer system that uses signals from the internet and is also equipped with sound and touch sensors. These dolls can be customized according to different tastes and they can cost up to $6000. “…new articulated spine, which allows for completely realistic and natural torso positioning and range of motion…the new removable deep throat mouth insert, which features a canal which goes down the throat of the doll versus straight back into the head, for up to 7” of penetration…full head design without magnets or velcro…a numbered certificate of authenticity signed by the actress…” – The Next Web ISOLATION FANTASY
- 10. S U B C U LT U R E : “A survey in 2011 found that 61% of unmarried men and 49% of women aged 18-34were not in any kind of romantic relationship, a rise of almost 10% from five years earlier.” –The Guardian "Japan has developed incredibly sophisticated virtual worlds and online communication systems. Its smart phone apps are the world's most imaginative." –The Guardian “Japanese men have become less career-driven, and less solvent, as lifetime job security has waned. Japanese women have become more independent and ambitious.” –The Guardian THE JAPANESE LOVE INDUSTRY Cuddle Cafes, virtual girlfriends, and a decreasing population are a great projection of how sex is going to be in the future.
- 11. KEY INSIGHTS EMPOWERMENT Women no longer have to rely on men in order to seek sexual pleasure. Sex and sex education have become normalized and a lot more openly spoken about positively. Nowdays technology created a world of individualized bubbles. Sex has become available almost everywhere. NORMALIZED ISOLATION ACCESSIBLE
- 12. ABOUT OUR CLIENT: FACTS: #1 trusted condom brand in America since 90 years. The company mainly manufactures condoms and lubricants of all varieties as well as some vibrators The condoms are made from premium quality latex to help reduce risks of pregnancy and sexual transmitted diseases and are only sold in the US. Creates more than four times the market share of Durex T R O J A N
- 13. What are they currently doing? These are the newest and most popular products: TheTrojan MintTingle TheTrojanVibrating Ring The pleasure orientedVibrating ring is the newest addition of products added to the brands line up. They also just launched aTrojan Application that is currently available on the App Store T R O J A N
- 14. Based on our research through their advertisements and development of new products we suggest thatTrojan begins focusing on empowering the meaning of sex for women by creating positive reinforcements of the idea of sexual pleasure. Enabling the idea of sharing pleasure through technology. SHIFTINGTHE FOCUS ON WOMEN S U G G E ST I O N S PRODUCT VARIETY SHARING PLEASURE
- 15. T H A N K Y O U !T H A N K Y O U !T H A N K Y O U !