Understanding and Examining Hookup Culture

Hookup relates to physical intimacy without any emotional attachment. It is also often referred to as uncommitted sexual encounters. A hookup is primarily physical, and both parties do not have any commitment towards each other.

The hookup culture has grown drastically over the years. Before, it was popular within the college campus, but now it has gone beyond that. With the advent ofthe internet and technology today, there are various dating apps available. It allows an individual to hook up with the person they want.

Evolution of Hookup culture

In the 1920s, the growth of automobiles and entertainment such as movie theater led to the rise of hookup culture. Young adults could court outside without the watchful eye of the parents. The freedom allows them to explore their sexuality without any limitations.

Also, by the 1960s, sexual liberation became more of empowerment among young adults. Various factors like the growth of feminism, easy access to birth control, and college parties gave rise to the hookup culture. The movie “Animal House,” released in 1978, greatly influenced the hookup culture in the college campus scene.

By the 1980s, the liquor companies took advantage of this phenomenon. They would spend millions on advertisements that stealthy encourages students that drinking was the cool thing to do in college.

Today, physical relationship outside of committed relationship has become normal and acceptable in the society. The Influence of pop culture and movies plays a prominent role in the growth of the hookup culture. Various movies like no strings attached or friends with benefits indirectly promote casual sex.

The media became a dominant role in influencing the mind of the consumer. It attributes to the rise of individualism and feminism. Individuality gives a person the liberty to have control over his/ her life. Earlier, the first wave of feminism has a different approach. It was more about equal gender rights and pay. But today, it has become more than that.

The liberal mindset

There has been a constant growth of liberalism with the impact of media and celebrities. The hookup culture became a dominant part of society on the foundation of freedom. Before, conservatism plays an essential role within the household and community. A conservatism means an inclination to traditional values and ideas. However, the norms started to shift slowly, which ultimately led to a liberal mindset.

Modern society has become more flexible. The impact of liberalism became a prominent factor that led to a massive cultural shift. Hookups are now seen as a “normal thing.” People enjoy the liberty to have control over their life. The hookup culture was mainly associated with the west, especially the USA. But now it is steadily dominating the other parts of the countries. Sites like hookup sites which share the top adult hookup dating sites have worldwide traffic on a daily basis.

The risk factors

Hookup in nature involves physical intimacy. The consensual sexual relationship between two parties devoid of emotional connection sounds fun and intriguing. However, various implications follow. Some of them are listed below:

  • The sexual health implications

One of the risk factors is the sexual implications. Given the nature of hookups, people involved in this activity are prone to multiple sexual diseases. It has various negative impacts like unintended pregnancy, sexually transmitted infections, and violence.

What is problematic about hookup culture is the central involvement of alcohol and drugs. Also, different studies suggest most people don’t use protection. All these factors bring out a negative aspect of the hookup culture.

Hookup culture might offer a liberating feeling, but it will only add various health risks when you are not careful.

  • The mental health implications

The uncommitted sexual encounter can also lead to multiple mental health implications. There is also a situation where a person regrets the act that can lead to mental turmoil. A study reveals that people who are lonely and depressed are most likely involved in casual sex. Also, there are reports that both men and women with low self-esteem are more involved in hookups.

Hookups might have some positive effects on some people. But when a person allows the emotional side to take over, it can lead to depression. However, if both parties share the same feelings, then it is okay. There are good and bad aspects to non-committal relationships. It all depends on how an individual handles it.

The moral factor

A hookup is a freewill nature, but there is a tiny voice inside our head that questions morality. Is it good or bad? Every individual has different perspectives. A conservative individual may perceive hookup as a form of moral degeneration, while a liberal person will take it as a freedom of choice.

The debate over the moral issue of hookup culture is indefinite. However, it is undeniable to state that the fact women face more moral implications than men. If a woman has multiple casual sex partners, then she is reduced to a whore. But when a man does the same, he gets moral impunity. This leaves out the conversation related to sex work which also continues to evolve with technology from escort sites to adult sex games.

The religious aspects also play a more significant role in determining the morality of the hookup culture. A Christian belief considers the body as the temple which must be kept cleaned and respected. This kind of aspect leaves a person in the moral conflict of what is good and evil.


Hookup culture has become acceptable to society. The explosive growth has led to a broader discussion in various aspects. Researchers look into multiple factors like biology, medicine, psychology, sociology, and public health to understand the phenomenon.

There is a vast shift in behavioral norms. Earlier, there was physical intimacy only after marriage, but now it’s the opposite.

The non-committal sexual relationship is escalating at a fast rate. The entertainment media is a significant influencer ever since the 1920s has led to the growth of casual sex relationships. So, what lies ahead? There is a mixed opinion among various sections of the people.

However, with the rise of individuality, one needs to have a sense of responsibility for his/ her body. We shouldn’t succumb to peer pressure or get influenced by the superficial nature of celebrities.

A Look At Companies That Are Taking Stronger Stances On Social Issues

Earlier, the purpose of brands and companies was to promote their products, but as time passed, people realized that they could also give a platform to social issues and the means to tackle them. Some may have a political agenda behind it, but choosing to stay silent is worse than trying to take a small action against these issues.

Here are some recent times that companies took a strong stance on social issues. They may have received backlash for it, or people may not have agreed upon what they promoted, but these companies tried to make a difference. 

 Black Lives Matter supported by Nike

In early 2020, the United States saw the nasty side of racism when a white police official murdered an African American, George Floyd. He sparked bitter unrest called the Black Lives Matter Movement in the United States along with his death. Within ten days of George Floyd’s murder, Nike posted an ad on all its social media accounts stating, “For once don’t do it.” with the hashtag #UntilWeAllWin. It received such positive feedback from both its consumers and competitors that its longest rival, Adidas, also reposted their tweet. The CEO of Nike, John Donahoe, promised to expand the diversity of Nike employees and support black communities.

Anti-Gun Policy supported by Walmart

When two consecutive mass shootings happened at Texas and Mississippi inside their stores, Walmart’s CEO Doug McMillon announced that their stores would no longer sell any kind of handguns or ammunition for firearms in the whole of the United States. He also urged for a thorough background check on people who purchased guns and ammunition to the White House and Congress. Walmart being America’s largest retailer, received lots of backlash from their pro-gun customers like hunters. But, McMillon claimed that the safety of his employers and customers came first than receiving profits from the sale of guns and ammunition.

Refugee Crisis supported by Airbnb

In 2017, when Donald Trump reigned as the President of the United States, he ordered the temporary closure of all the borders in the country to stop the migration of refugees. This policy garnered a lot of negative criticisms from many Americans and people from other countries worldwide. During these turbulent times, Airbnb aired an ad in the Super Bowl known as ‘We Accept’ criticizing President Trump’s policy. Airbnb donated a sum of $400 million to the International Rescue Committee committed to helping displaced people who seek asylum and refuge in the US. It received a re-tweet of over 33,000 tweets within half an hour of its airing, making it one of the top advertising hashtag #WeAccept.

Ban of Cigarette sale supported by CVS Health

In 2014, CVS Health became the first and only pharmaceutical chain in the United States to ban the sale of cigarettes and tobacco in all their pharmacies worldwide. The CEO of CVS Health, Larry Merlo, stated that although the pharmaceutical chain received a profit of $2 billion every year from the sale of cigarettes and tobacco products alone, this will not bring any good to society. CVS Health made the ban of cigarette sales their mission to get something good for public health and to enhance themselves as a healthcare business. In 2019, it launched a campaign worth $50 million to educate teens on the health crisis of vaping to prove their stance more. 

Recovering from the Pandemic supported by Tommy Hilfiger

The Covid-19 Pandemic has shaken many industries worldwide. Some are trying to recover bit by bit, while some have gone out of business. In these unpredicted times, Tommy Hilfiger launched a social campaign called ‘Moving Forward Together,’ aiming to support people who were left unemployed by the Pandemic. The campaign seeks to make consumers aware of the leftover fabrics to recycle and upscale into high-quality, fashionable clothes. It further progressed by partnering its campaign with a learning program called FutureLearn. The campaign hosts learning courses from their brand ambassadors like Indya Moore and Jameela Jamil to teach about building diverse communities and awareness about LGBTQ+ plights. 

One of the many reasons companies choose to take a stronger stance on political issues is that consumers are more purpose-driven and belief-driven. They want to associate with brands that make a positive impact on society. Consumers want to purchase products that they believe can contribute something good to the community.