One-Minute Explainer: Gen Z on Intimacy and Relationships

 Is Gen Z going through a relationship and  intimacy slump? Hi, I'm Nienke Creemers, Stylus's assistant editor for Consumer Attitudes.

Gen Z's approach to intimacy is shifting.  Whilst many  are progressive on gender, identity and sexuality, relationships and intimacy are increasingly high stakes for young people. Romance and sex may no longer be an enjoyable part of adolescence, rather emotionally and physically risky landscapes to navigate.  

Here  are the reasons. Social media is adding a level of  surveillance to dating, leaving  young  people afraid that their dating stories will be ousted online.  

Reproductive restrictions have made sex riskier, and a growing ideological divide between young men and women has complicated romance.

But the cohort does want to build deeper emotional connections.    84% of Gen Zers want to build better connections with the people they date, but many hold back from emotional openness.

For brands, this is a sign to develop services and products through which Gen Zers can interact with intimacy in a low risk way. Gen Zers may look for physically and emotionally safe spaces to explore their sexuality, like in romance novels, which have grown  in popularity. For more industry trends  and insights, follow us here at Stylus.