Future of Sex - Final Presentation Arda Asena & Zeina El-Zein

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 !