AXE survey finds one-quarter of US teens & over one-third of UK teens have never been out on a date because they are too nervous to ask
AXE‘s new research, The AXE Confidence Crisis, reveals that Gen Z is facing a very real barrier when it comes to getting up close and personal, so the brand is working with Netflix‘s Sex Education to help teens better navigate these anxiety-provoking situations.
Overall, AXE’s data reveals a general lack of knowledge about love, sex and dating with little to no resources for guys to turn to. By inspiring open and honest sharing of knowledge around attraction and injecting some urgently needed humour, AXE is aiming to unawkward the awkward, to help release some of the pressure teens feel when it comes to social situations and dating.
Digging further into the study, the brand also uncovered that 42 percent of US and 44 percent of UK guys aged 14-24 say they feel more comfortable speaking to people they are attracted to on social media rather than in real life. With the rise in dating apps and sliding into people’s DM’s, dating in the digital age can come with a lot of pressure.
To address these challenges of dating culture, AXE teamed up with the fresh season of the hit teen drama, Sex Education, which is known for tackling the awkward and often taboo subjects that teens wrestle with in high school. The brand will be hijacking Dr Jean Milburn’s “Bringing Up Men” book to make the ultimate modern guide for young guys when it comes to dating, sex and masculinity.
The new spin on “Bringing Up Men” will inform and inspire teens to find their confidence by unawkarding the awkard and encouraging connecting in real life, making even Otis, Maeve and Eric proud. The book’s chapters will live exclusively on Instagram, YouTube, Snapchat, and AXE.com and will be released throughout the year.
Each chapter will unveil a number of real-life stories from actual teens and the cringe-worthy situations they’ve encountered whilst dating. The honesty and relatability of these stories will hopefully release the pressure guys feel by opening up the conversation to help instil confidence for those who have dealt with similar situations.
The new dating book will have various chapters that focus on a specific topic related to sex and dating. The topics will be introduced by one of the Sex Education characters and include real teen dating fails like overcommitting to a goodbye kiss when the date gives a hug to ruining a first kiss with an open-mouthed sneeze and even the dreaded autocorrect fail text.
“Sex, dating and relationships are such a big part of our guys’ lives, it only made sense for us to work with the experts at Sex Education to create hilarious but educational stories to help teens break out of their dating funk and gain the confidence as they navigate this new world of dating,” said Caroline Gregory, Global Brand Director, AXE.