Across urban Asia, Europe and America, people are marrying later or not at all, birth rates are falling, single-occupant households are on the rise and, in countries where economic recession is worst, young people are living at home. Among the top reasons married couples cite for not having sex, is that after children are in the picture couples are even discouraged from having intercourse while pregnant , sex can decrease markedly or even become nonexistent for a habit-forming period of time. This was also the year, as the number of elderly people shoots up, that adult incontinence pants outsold baby nappies in Japan for the first time. With a vast army of older people and an ever-dwindling younger generation, Japan may become a "pioneer people" where individuals who never marry exist in significant numbers, he said. I asked the association's head, Kunio Kitamura, why. He defines it as "a heterosexual man for whom relationships and sex are unimportant". Aversion to marriage and intimacy in modern life is not unique to Japan. There are tons of blog posts like that out there. Indeed, Japanese game show-style videos have been created which center around the use of fetishes. Japan's punishing corporate world makes it almost impossible for women to combine a career and family, while children are unaffordable unless both parents work. It might be a different story in bigger cities such as Tokyo and Osaka with a more international community, but in smaller cities and in the countryside with more traditional ideals it can be very difficult for foreign women. Aoyama, 52, is trying to cure what Japan's media calls sekkusu shinai shokogun, or "celibacy syndrome". Although there has long been a pragmatic separation of love and sex in Japan — a country mostly free of religious morals — sex fares no better. Kunio Kitamura, head of the JFPA, claims the demographic crisis is so serious that Japan "might eventually perish into extinction".