Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Porn may be the last place you’d turn to for hygiene tips but Pornhub has launched a campaign offering just that. As adult entertainment booms during lockdown, the brand is taking the opportunity to incentivise better hygiene practices with the help of top porn stars in educational videos.

Only Fans is a social platform that normalizes sex work, fuels hustle culture, and uses a subscription model to turn social currency into cash. It empowers creators to be in charge of their brand and is part of a growing number of platforms that contribute to The Passion Economy.

While a shift towards open, sex-positive online communities has been underway for some time, the mass migration to online spaces spurred by the pandemic has led to a boom in digital sex work. Facing a recession, people are experimenting with new forms of online sex work to earn cash.