Signals

US – The adult video website has launched its Dirtiest Porn Ever campaign to raise awareness of plastic pollution’s impact on the planet.

As part of its Pornhub Cares initiative, the company has shot a film of amateur porn couple Leolulu on one of the world’s most litter-filled beaches. Each time someone watches the video in its entirety, Pornhub has pledged to make a donation to Ocean Polymers, a non-profit-making organisation that collects and processes waste from the world’s oceans. To date, the 11-minute video has been played 3m times.

To encourage viewers to integrate more sustainable practices into their daily lives, Pornhub has created a landing page with tips on how viewers can avoid single-use plastics. ‘This is a brand with significant global reach spanning all demographics, so it is a very effective platform to raise awareness and support for the crisis we face in our oceans today,’ says Heather Wigglesworth, executive director of Ocean Polymers.

With pornography platforms attracting more daily visitors than Instagram or Netflix, Pornhub is using its influence over millions to make societal change and prove itself to be a Civic Brand.

Not only are women staying single longer, they are also driving spending growth in categories such as health and wellness, according to a new report by Morgan Stanley. Its analysis estimates that 45% of American working women aged 25-44 will be single by 2030, up from 41% in 2018.

Furthermore, this group are helping to fuel gains in categories where they outspend their married counterparts, such as clothing, personal care, luxury and electric vehicles. Morgan Stanley cites Nike, Lululemon and other fitness apparel brands as companies that will benefit the most from this demographic shift. ‘More singles means more people exercising more frequently, buying more athletic goods and replacing them more often,’ states the report.

As consumers remain single for longer, their spending habits will favour brands that recognise them as individuals in their own right, rather than only being valued as part of a couple or traditional family set-up. To learn more about the attitudes of those who reject traditional relationships, meet our tribe The Uncoupled.