The Shift in Desire and Sexuality
Over the past 20 years, and especially in the last decade, we’ve seen a profound shift in how desire and sexuality are perceived—a phenomenon that deeply influences consumer behavior and marketing strategies today. This transformation, rooted in the desensitisation and commoditisation of sexuality, is particularly evident among Generation Z, who are the products of a digital age where everything is abundant and readily accessible.
From Scarcity to Abundance
The democratisation of adult content marked the beginning of this shift. In the early days of the internet, accessing such content required effort—whether it was downloading grainy .jpg images or bootlegged videos via peer-to-peer networks like Limewire. This scarcity made the material more valuable. However, the advent of tube sites, smartphones with high-quality cameras, and social media platforms like Instagram changed the game entirely. What was once rare and coveted became everyday and mundane.
Platforms and the Attention Economy
As these platforms evolved, they also became key players in the attention economy. Instagram, for instance, started as a space for sharing personal moments but quickly transformed into a marketplace for attention, with increasingly provocative content becoming the norm. The platform’s rise paralleled the emergence of dating apps like Tinder, which normalised digital interactions and reshaped the landscape of relationships and consumer behavior.
For those looking to understand this shift in consumer behavior and craft strategies to counteract it, having the right tools in place is critical. Many startups have found that building a lean marketing analytics stack can help cut through the noise and provide actionable insights on consumer trends. This approach ensures that efforts are streamlined and data-driven.
Real-Life Reflections of Digital Sexualisation
In real life, this digital sexualisation has been mirrored in clothing trends. What was once considered risqué is now standard, with revealing outfits becoming a staple in Western fashion. This change is evident in everyday settings—from the gym to the streets—where activewear often doubles as casual attire. The gym, in particular, has become a stage for attention-seeking behaviors, amplified by social media platforms like TikTok.
Marketing in a Desensitised World
For marketing agencies, especially those working with startups, understanding this shift is crucial. The commoditisation of attention has not only impacted how brands reach their audiences but also how consumers perceive value. Startups often face unique challenges in this environment and may reach a point where outsourcing digital marketing becomes a strategic necessity, especially when trying to break through saturated markets.
Just as men have become desensitised to sexual stimuli due to overexposure, consumers have grown numb to traditional marketing tactics. In a world where everything is abundant, scarcity—and by extension, value—must be manufactured differently. This digital saturation has led to impatience and low tolerance for anything that doesn’t immediately meet expectations. The first sign of annoyance or a red flag often leads to disengagement—a challenge for marketers who must capture attention and convey value quickly and effectively.
Adapting to the New Consumer
The constant exposure to human interactions through online messaging and social media has turned consumers into pattern-seekers, leading to boredom with repetitive content and messages. This shift in consumer behaviour underscores the importance of understanding the distinctions between startup marketing agencies and traditional agencies, as their approaches must adapt to different engagement tactics in an increasingly desensitised audience.
Breaking Through the Noise
As a startup marketing agency, it’s essential to recognise that the commoditisation of attention requires a fresh approach to branding and engagement. The challenge lies in breaking through the noise in a saturated market, where consumers are bombarded with stimuli and have become numb to conventional tactics. The solution involves creating authentic, emotionally resonant experiences that stand out in a landscape where everything feels commoditised.
Thriving in the Era of Digital Saturation
In today’s world, where the once mysterious and elusive have been laid bare by technology, successful marketing demands a deeper understanding of consumer psychology and behavior. The emperor indeed has no clothes, and in this new reality, only those who adapt will thrive.