The Growing “Kissing Recession” in Britain

A recent YouGov survey commissioned by oral-care brand Waken found that more than a third of British adults say they kiss romantically less often than five years ago. Nearly one-in-five respondents reported not having been kissed in over a year, and 27 % believe kissing is becoming less common. The trend is most pronounced among 18- to 24-year-olds, many of whom cite self-consciousness and a lack of confidence as barriers.

The Guardian

Analysts link the decline to broader shifts in how people meet and interact. The COVID-19 pandemic amplified home-bound lifestyles, reducing face-to-face encounters that traditionally fostered spontaneous intimacy. Longer-term cultural forces—greater reliance on digital communication, the contraction of nightlife venues, and heightened awareness of consent after #MeToo—have also reshaped expectations around physical affection. Social theorist Sarah Stein Lubrano describes the phenomenon as “social atrophy,” noting that reading facial cues and body language—skills essential to a kiss—are eroding as technology mediates more interactions.

The Guardian

• 33 % of adults say they kiss less often than five years ago.

The Guardian

• 19 % have not been kissed in the past year.

The Guardian

• 27 % perceive a societal decline in kissing.

The Guardian

• Among Gen Z (18-24), ? 33 % admit avoiding a kiss because they lack confidence.

The Guardian

Sarah Stein Lubrano argues that reduced kissing signals a loss of “social connection, commitment, and belonging,” extending concerns beyond romance to overall societal cohesion. Katie Barclay, a professor at Macquarie University, attributes the shift to cultural changes: as visual and explicit media dominate, the kiss loses its erotic appeal and therefore its frequency. Both scholars emphasize the need for physical spaces—bars, clubs, community hubs—where extended, low-pressure interaction can occur, allowing people to practice the subtle cues that underpin a kiss.

The Guardian

• Spencer, 31, recounts his first kiss at age 29 as “mechanical,” noting that a second kiss now feels “bigger” than sex.

The Guardian

• Dolly, 35, a lesbian, now requires deep trust before kissing, reflecting a broader trend of women prioritising emotional safety over casual intimacy.

The Guardian

Lubrano warns that avoiding even low-stakes risks like a kiss may erode willingness to take larger societal risks. The decline mirrors a wider breakdown in face-to-face connection, potentially affecting mental health, community cohesion, and the development of interpersonal skills. As the cultural script around intimacy evolves, the kiss serves as a barometer for how comfortable a society feels with vulnerability and consent.

The Guardian

• “People are not talking to strangers, or asking each other on dates,” — Sarah Stein Lubrano

The Guardian

• “It’s not as interesting – it doesn’t have the same erotic capacity as it used to, which is maybe why people are kissing less in general,” — Katie Barclay, a professor at Macquarie University, Sydney

The Guardian

• “Now it can be, and is, seen as a harm,” — Katie Barclay, a professor at Macquarie University, Sydney

The Guardian