Ashley Madison chief strategy officer Paul Keable insists people would be cheating whether or not the controversial'dating' site existed. Gen Z appears to be more comfortable with the concept of non-monogamy than previous generations, according to controversial online "dating" service Ashley Madison. The polarizing Ashley Madison, which caters to people looking to cheat on their partners and uses the slogan "Life is short. Have an affair," said that Gen Z is the top age group to sign up for their scandalous product and accounted for 40% of new members in 2022. To understand why so many members of Gen Z, defined as those 18-29 years old, are joining the pro-adultery site, the company surveyed their Gen Z members as well as those ages in the general population across 10 countries via YouGov.