Emerging sexual attitudes

Sensitive area for brands, but its interesting to note the impact technology is having on sexual attitudes and behaviours, all of this obviously bound up with self esteem and identity.

Increasingly young adults and minors are Filming sex, downloading porn to cellphones, selling bluetoothed porn. Seeing that stuff and thinking it was normal aged 14 or younger has got to alter your attitudes.

But then perhaps sex just isn't THAT big a deal to a promiscuous generation with few sexual hang-ups. "A recent study of 475 University of Michigan undergraduates ages 17 to 26 found that 27 percent of the men and 14 percent of the women who weren't in a committed relationship had offered someone favors or gifts -- help prepping for a test, laundry washing, tickets to a college football game -- in exchange for sex. On the flip side, 5 percent of the men surveyed and 9 percent of the women said they'd attempted to trade sex for such freebies" reckons CNN.

Meanwhile STIs continue to rise: "just one in eight of the [UK] population are aged 16 to 24 years old, this age group accounts for around half of all newly diagnosed STIs."