Why audiences are thirstier than ever (and what to do about it)

Something's in the air, and it's not just pheromones.

It's cultural down bad-ness, at an all-time high.

We know sex sells. But the past decade’s stifled sexual expression has finally breached containment.

And the result? A flood of unapologetic, messy, and deeply thirsty content that’s impossible to ignore.

From Jeremy Allen White’s Calvin Klein ads to Saltburn, Challengers, and Billie Eilish’s Lunch, it’s clear that desire—raw, unfiltered, and just a little unhinged—is dominating pop culture.

Gone are the days of subtle innuendo. We’re now in an era of explicit yearning, sweaty tension, and fully embraced eroticism.

Why?

Repression breeds explosion.

Post Y2K’s sleazy marketing ordeals, the 2010s gave us "clean girl" aesthetics, brand-safe celebrities, and social media-fuelled hyper-curation.

It was a decade of perfectionism, of presenting a polished version of yourself at all times.

Boooo 🍅

We’re over it.

Now, we’re in a cultural moment where chaos is currency.

Audiences crave authenticity, messiness, and rawness—whether it’s in fashion, music, or, yes, sex.

We also can’t ignore the pandemic’s impact. Years of isolation, social distancing, and an overabundance of screen-based interactions created a pent-up hunger for physicality.

The world reopened, and suddenly, touch, desire, and bodily expression weren’t just welcomed—they were celebrated.

And marketers, of course, have noticed.

I mean, it’s kind of hard not to. Thirst has become a viable marketing strategy, and brands are leaning in hard.

Think about the Calvin Klein campaign. Jeremy Allen White isn’t just selling underwear—he’s selling an attitude, a vibe, a fantasy.

The virality of the campaign wasn’t just about his abs; it was about collective cultural yearning.

Don’t even get me started on Saltburn - drinking bathwater is another level of down bad. This turned the internet’s obsessive thirst into its own marketing engine. 

TikTok was flooded with edits, slow-motion sequences, and euphoric reactions to the movie's most provocative scenes.

The same happened with Challengers. Even before the film’s release, its mere existence had the internet foaming at the mouth.

Brands across industries are starting to recognise that well-placed horniness can drive engagement. Flirtatious ad copy, sensual visuals, and even subtle double entendres can spark conversation and keep a brand top of mind.

So, what are we supposed to do with this?

If you’re down bad and I’m down bad, then who’s flying the plane!?

Basically, the question is, if everyone’s thirsty as hell, does that mean brands should go full NSFW?

Not necessarily.

But there are takeaways for those paying attention:

Tap into desire (without overdoing it).

You don’t need to go full Calvin Klein. But understanding the cultural mood can help you craft campaigns that feel timely and resonant. Sensuality, romance, and intimacy can be powerful tools.

Let audiences do the work.

Sometimes, the best thirst campaigns are the ones that let fans take the lead. Dropping a suggestive ad and letting the internet run wild with edits, memes, and discourse can drive organic engagement.

Be playful, not cringe.

There’s a fine line between being sexy and trying too hard. Consumers can smell inauthenticity from a mile away. So make sure your approach feels natural to your brand.

The bottom line?

Cultural thirst is at an all-time high, and it’s not slowing down anytime soon.

Whether you embrace it, ignore it, or try to suppress it, the horny era is here.

And, yep, it’s selling.

-Sophie, Writer