Intimacy during a pandemic. How the pandemic has influenced sexual fantasies and what does it mean for marketing

Since our newsletter andCMO Insider are mainly read by adults, once in a while we consider it appropriate to address a so-called “adult” topic. For example, one related to sex. Well, at the very beginning of the pandemic, it seemed that the lockdown, or more precisely the fact that we spend more time at home with less access to entertainment, may cause the natural growth curve to rebound. Unfortunately, everything seems to indicate that this will not happen – which was predicted by the majority of experts, reminding that in countries where we have experienced serious epidemics in recent decades, the number of births has not increased, but even decreased.
Since, let’s once again repeat, our periodical mainly reaches adult readers, let’s go one step further in exploring this topic. Especially since we have arrived at an interesting study that analyses how the pandemic affected … our sexual fantasies.

As many as 60% of the respondents admitted that during this period their frequency has changed compared to the previous period. However, 35% declared that it happened to them more often, and 26% that it happened less often. Such polarization should not come as a surprise if one takes into account that the pandemic affected people in different ways, so the changes in their behaviour are also different. However, it can be seen that the common denominator for most of the respondents is that the current situation has affected the sphere of the psyche and needs, including the highly intimate ones.

The study also addresses the “cause” of erotic fantasies. People who want to compare their preferences with the results are referred to the source, but it is worth stopping for one observation: 65% of respondents declared that their fantasies concern areas that sexologists believe have a “therapeutic” dimension, while far fewer people declared that they do it to stimulate themselves (49%). It follows that changes in the realm of our erotic fantasies are the body’s response to stress, change, uncertainty and a number of needs that are not met in a pandemic situation.
This, in turn, should interest all marketers – after the period when the #stayathome message dominated the communication and then we celebrated the return to (more or less, but still) normalcy, perhaps the time has come to look deeper into the person, their emotions and how a “30-second” spot can help to relate to what requires, as you can see, some form of collective therapy. Not necessarily erotic, but certainly referring to the sphere of emotional needs.