durex

invest in S.E.X.

tension

Gen Z is the most "connected" generation in history through digital platforms, yet they are experiencing a "Sex Recession". Desire for intimacy is high, but the "cost of entry"—anxiety, digital fatigue, and performance culture—is even higher.

insight

To a generation shaped by economic instability and the "hustle" economy, everything is viewed through the lens of value and investment. If sex is marketed as a "fun distraction," it’s a luxury they think they can't afford; if it’s marketed as a "self-investment" with tangible mental and physical returns, it becomes a necessity.

Reframe Durex as a "Wealth Management" brand for your physical and emotional well-being. You aren't just having sex; you are "Investing in Sex" to increase your personal ROI (Return on Intimacy).