Ashley Madison, the world’s premier married dating service, released a report showing that a significant percentage of Gen Z Americans are deviating from traditional norms of dating, marriage, and relationships. I interviewed the company’s Chief Strategy Officer Paul Keable on “A Fresh Perspective” to discuss the surprising results of the study’s findings.

The report, titled “Decoding Gen Z: A global report on non-monogamy, sex, and the desire for discretion,” showed that Gen Zers are increasingly becoming open to non-monogamous relationships. This includes open relationships and polyamorous entanglements.

Researchers found that 57 percent of individuals aged 18 to 29 were open to non-monogamous relationships. Of those who were a part of the Ashley Madison community, 59 percent of Gen Z members explicitly sought either open or polyamorous relationships.

Interestingly, about 29 percent of women using the service sought multiple partners because they believed that one person alone could not fulfill their sexual or emotional needs. This sentiment was shared by only nine percent of male users.

My interview with Keable was quite enlightening as he broke down the numbers and delved into the societal changes that have prompted this new trend.

Keable highlighted how technology, along with shifts in societal norms, have caused younger individuals to become more accepting of non-traditional romantic relationships. Whereas people had multiple partners in days past, these relationships were often kept secret. But now, younger generations appear to be more open about engaging in these types of partnerships.

Other studies have revealed that non-monogamous relationships are more popular than it might seem. Psychology Today noted that about four percent of North American adults engage in consensual non-monogamy (CNM). While this might seem to be a small figure, it represents about 2.8 million American couples. Even further, another study showed that 21 percent of single American adults reported at least one experience of CNM.

These findings suggest a substantial shift in how younger generation approach relationships. With more people questioning traditional monogamous partnerships, it won’t be surprising to see more people explore open or polyamorous relationships. During my interview with Keable, he referenced the fact that society has placed such a stigma on certain types of sexual desires and interests that it has made it difficult for people to talk to their partners about their wants and needs out of fear of being rejected.

There is a lesson in there – even for those who prefer monogamy. If more people are embracing non-monogamy because of a lack of communication, perhaps this is another lesson showing that having open and honest communication with one’s spouse or significant other is essential for having healthy and successful relationships.