Miruna Codeanu

Commitment is on its way to being cool

In espresso on February 25, 2014 at 7:18 am


I’ve said it almost a year ago and I still believe it : “Feeling sell!” will become more and more like “sex sells”. There was proof of this happening to be seen in advertising. Now, it seems, people are on the verge of being aware of it and building theories around it. I see more and more preoccupation for the matter. Here’s a video launched by The Austin Institute on the economics of sex. Quite pertinent:


Bottom line: sex is more available, therefore cheaper than ever. Thus, less available, long term relationships and commitment become more expensive and desirable. The up above video states women are more likely to want long term relationship. Not only. Research proves that men also find long term commitment desirable: Thousands of Men Are Renting Platonic Internet Girlfriends for Long-Term Relationships. Sex cams are also involved but what men actually pay for  is someone to listen to them and act like they are in long term relationships.

Moreover: someone is actually getting paid for cuddling. No, her business is not a cover for sex. Other interactions are excluded. Just hugs and cuddles Remember that post everybody shared on Facebook about oxytocin? If you don’t, I’ll sum it up for you: hugging someone for more than 20 seconds releases oxytocin, also known as a love hormone, thought to induce a positive state of mind. These are no mere coincidences. These are some manifestations of a social phenomenon. Whenever you can trace manifestation of an idea somewhere, be it social network, newspaper or offline interactions,  it is not a coincidences, is a symptom of a social phenomenon. Thus, with sex’s devaluation, commitment is becoming more valuable and the signs of this phenomenon are around us.

Here’s to the marketers, advertisers, copywriters, art directors, account managers out there: feelings sell and feelings will sell more and more. Nowadays, it is a transition, from the devaluation of sex to the rise of feelings, but the future holds unlimited pricing for commitment and the transforming of commitment into an ideal. That can also be translated as the devaluation of the body, a metaphor for the decline of the offline world and the rise of the virtual world – remember the case of Japanese men with virtual girlfriends, somewhat an upgraded version of the tamagochis we used to have as children? Predictions are images of happily married couples will be in fashion again, but not to stimulate the happy suburban stereotypical family but to make an ideal out of it. We are sex practitioners with an ideal on commitment. Commitment we’ll be cool again, commitments will soon drive our companies’ growth.

  1. […] women out there, out to get lucky (to be read as married), than men, and remember my post about commitment on its way to becoming cool? Sex became cheap, sex is no longer a weapon or a trade coin for marriage. It is seem reasonable […]

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