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Today we're going to talk about something that no one else is really talking about... How there is a shift in Viagra commercials towards younger demographics, from prostate cancer survivors to middle-aged individuals, and now targeting even younger men.
This may seem normal for some, but it has a much deeper meaning and can have serious negative impacts on younger men.
While these marketing efforts aim to "help men" with erectile dysfunction and encourage open conversations, a closer examination reveals a potentially darker side. By normalizing the discussion around ED (specifically for younger men), are these companies inadvertently perpetuating anxiety and performance pressure?
Is the fear of underperformance being marketed alongside the products themselves?
Introduction of Viaga
Viagra is a medication commonly used to treat erectile dysfunction in men. Just about everyone knows that, it's not anything new.
It was first introduced in 1989 by Pfizer scientists Peter Dunn and Albert Wood. It quickly became a household name for its ability to improve sexual performance. However, over the years there has been a noticeable shift in Viagra advertisements.
Normally and back in the day, commercials for Viagra would target a much older demographic, often showcasing middle-aged men and older, and even prostate cancer survivors.
Which is the largest group of men who suffer from ED. However, a closer look at recent advertisements reveals a shift towards younger demographics.
It's also not JUST Pfizer and Viagra, we've also seen this with similar brands that are offering similar products. A perfect example of this is with the up and coming brand Hims.
The recent Hims 2023 commercial further emphasizes this trend by focusing on just the younger demographic, 20-30 year old men.
The imagery and messaging used in these commercials are clear indications that the target audience has shifted.
Why the Shift Though?
So if the largest group of men who suffer from ED are middle-aged and older, why is there a sudden shift towards targeting younger demographics?
It's no secret that younger generations are more open to having discussions about sex and sexual health. With social media and technology at their fingertips, younger men have access to endless information and resources on improving their sexual experiences.
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On the surface, this shift in marketing may not seem like a big deal. After all, erectile dysfunction can affect men of all ages and it's important to have open conversations about it.
However, the underlying message being sent is that even younger men should be VERY concerned with their sexual performance.
The Negative Impacts
This underlying message can create unnecessary anxiety and pressure for younger men who may not actually suffer from ED.... at all.
It also perpetuates the harmful belief that a man's worth is tied to his sexual prowess. Which we've talked about in many of our other blogs before.
The portrayal of ED in younger age groups can lead to increased worry, stress, and even psychological ED stemming from the societal pressure created by these campaigns.
There is a fine line between normalizing the discussion around ED and marketing performance anxiety in order to get more sales from another target audience.
We really need to ask ourselves here, is this really helping to address issues for couples dealing with ED or is creating fear?
While these companies are informing the public, removing the stigma of erectile dysfunction, and normalizing the conversation, they are just repackaging the anxiety associated with ED.
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By shifting their focus towards younger men, these advertisements may inadvertently suggest that even those in their twenties and thirties are inadequate without the help of pharmaceutical drugs.
This can lead to a cycle of dependency and insecurity, where young men feel compelled to use these medications not out of necessity, but out of fear. Rather than fostering a healthy dialogue about sexual health, this repackaged messaging could amplify societal pressures and create an unhealthy obsession with sexual performance.
Ask yourself this: When you hear claims of widespread erectile dysfunction, think who is making those claims and who is benefiting those claims?
Then ask yourself... should you be taking Viagra?
Worry, Stress, and Psychological ED
It's so easy to overlook the psychological impact that these advertisements can have on younger men.
The fear of not being able to perform, or not living up to societal expectations, can be a major source of worry and stress for young men. This added pressure and anxiety may actually lead to erectile dysfunction in otherwise healthy individuals.
This is known as psychological ED, where a man experiences difficulty getting or maintaining an erection due to psychological factors such as stress, anxiety, or performance pressure.
By targeting younger men in their marketing efforts, these companies may inadvertently be contributing to the issue they claim to be solving. While also providing you with another solution, at a price.
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How We Should Be Addressing ED in Younger Men
Rather than perpetuating the fear of underperformance, we should be focusing on educating younger men about healthy sexual practices and addressing the root causes of their concerns.
This includes promoting a positive body image and healthy self-esteem, as well as emphasizing the importance of open communication with sexual partners.
We should also be encouraging young men to seek professional help if they are experiencing any type of sexual dysfunction, rather than turning STRAIGHT to pharmaceutical solutions as a first resort.
But why are we surprised by that? Almost every single time there is a problem, we immediately look for a quick fix. Pharmaceutical companies are aware of this tendency and often use it to their advantage.
Take the time to educate yourself and your partner on healthy sexual practices and seek professional help if needed. Don't be fooled by advertisements that market performance pressure as a solution.
This is why platforms like OMGYES are perfect for guys and girls. It sole purpose is to educate and improve sexual health and relationships.
If you have ED, the best and first step toward treating it is finding out the root cause of it. Because it's more likely that the cause of your ED is something other than just an age gap.
Not all ED is treated the same way.
If your ED is caused by a combination of physical and psychological factors, treating the underlying issues will be more effective than just masking the symptoms with medication.
For example, if you're dealing with relationship issues and are all of a sudden having issues downstairs with your partner, it could be that you need to work on that relationship first.
Whereas if you've noticed over time that you are not as hard as you can be (time and time again), you may want to use a device such as The Phoenix. Which uses technology that restores your optimal performance.
There are many different causes of erectile dysfunction, and it's important to address the root cause rather than just treating the symptoms.
You want to find THE SOLUTION, not use a temporary band-aid.
The Fine Line Between Normalizing ED & Marketing Anexity
The shift in Viagra commercials towards younger demographics may seem harmless on the surface. However, a deeper examination reveals potential negative impacts. Perpetrating the societal pressures and anxieties related to sexual performance.
This is not to say that young men should not seek help for erectile dysfunction, but rather that the marketing tactics used by these companies may be creating a cycle of dependency and insecurity.
It's important for individuals to have open and honest conversations about their sexual health with their partners, as well as their healthcare providers. But it's also important for companies to consider the potential consequences of their marketing strategies and the impact they may have on individuals.
As consumers, it's important to be critical and aware of the messages being sent through these advertisements and to prioritize our own mental and emotional well-being over societal expectations.
In the end, the goal should always be to promote healthy dialogue about sexual health without causing unnecessary anxiety or pressure.
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