Despite claims of a retreat from hedonism, generations young and old are actively reevaluating their relationships with sex, subverting norms and reimagining its purpose to best honor personal needs.

 At the same time, backlash against marketing built around sex appeal—like American Eagle’s “Sydney Sweeney Has Great Jeans” campaign—reflects a parallel resistance.

The result is a complex landscape that is allowing brands to explore a sensual side while bracing for inevitable pushback.

In a New + Now report, we look at how brands are navigating this tension and unpack why it's having an impact.