opinion

Why the Pleasure Industry Still Needs to Earn Consumers' Trust

Why the Pleasure Industry Still Needs to Earn Consumers' Trust

When the International Organization for Standardization, or ISO, announced its new standards for sex toys, the industry applauded. Finally, manufacturers would have a baseline for nontoxic materials and safe design, and that baseline would build consumers’ confidence in our previously unregulated business.

Fun Factory celebrated the ISO’s announcement and our peers who collaborated with the organization to develop the guidelines. At the same time, we believe the ISO’s baseline standard still leaves room for some consumer skepticism, not least of all because the standard is voluntary. As long as safety and ethics standards are still discretionary, there are certain areas that we believe will make a difference in building consumers’ trust. When your company can authentically claim to have safe, sustainable and ethically-made products, it will attract more enthusiastic customers, raising your profile and the industry’s.

PROTECT WORKERS’ RIGHTS

Millennials and Gen Z, in particular, care about factory conditions and employees’ well-being. When a company uses sweatshop labor and the news breaks, it’s a scandal; when a company pays workers fair wages, then the brand can charge premium prices. Distinguishing good labor practices from bad ones goes beyond questions of worker pay and rest periods — it also matters that the factory is safe and accessible. These principles extend across industries to all consumer packaged goods.

Conscious consumers aren’t swayed by superficial marketing-speak, which may leave you wondering: How can I entice them to view my manufacturing practices favorably? Decide on the standards you’re ready to meet for pay, workers’ rights and manufacturing facilities, and speak to those standards at every opportunity. Once your clientele understands that you ensure workers’ safety, it will raise their confidence in your brand’s overall quality.

SUSTAINABILITY AND QUALITY ASSURANCE

In this moment when environmental disasters and climate reports are always headline news, the industry needs to prioritize and speak out about sustainability. One step toward eco-friendliness is using materials that won’t leach into the earth, and choosing biodegradable or recyclable packaging.

Another step toward sustainability is more controversial, but arguably more effective: Have your customers buy less. This idea provokes anxiety in some business owners, because they mistakenly believe that they need lots and lots of repeat customers to stay profitable. Instead, selling fewer products at a premium and securing a better reputation may be a better long-term strategy. Focus on quality over quantity, and your business can thrive without generating tons of trash. GOVERNANCE

If your executive team is composed of white men only, you can expect consumers to notice. This is one more area where superficial measures won’t make the difference. Even if you use diverse imagery, if your team is homogenous, your clientele will likely be skeptical about your values. When leadership embodies forward-thinking values, consumers can trust that the rest of the company does, too.

RETAILERS

Retailers also have a role to play in shoring up consumers’ trust. When someone walks into a store and they have no idea whether the toys on the shelves might hurt their body, it’s anxiety-provoking. On the other hand, if customers believe that everything on your shelves is safe and pleasurable, it makes your store’s approval of those items into a seal of quality.

In stocking brands that have good quality control and a strong code of ethics, retailers can strengthen their own reputation, the reputation of the brands they carry and by extension, the industry’s reputation as well. If your store has already taken this step, then make sure your customers know they can count on you. Highlight the benefits of ethical, sustainable brands — like not worrying about hormone-disrupting chemicals — in your communications and on your website. These messages help shoppers understand what they should be looking for and where to find it.

Holding ourselves to standards like those above will be labor-intensive, and the industry won’t transform overnight. But with every step forward that we take, more consumers’ fears will be put to rest, and more of our products and services will be widely available to anyone. Until there’s real regulation, we’ll have to take it upon ourselves to act ethically and manufacture safely.

Kristen Tribby is the global head of marketing and education for Fun Factory.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Neon Coyotes Sets the Tone for Trendiness With Bespoke Leather Kink Wear

If your kink wear can’t readily make the leap from a dark BDSM dungeon to a sunny, mimosa-fueled brunch, you haven’t yet been initiated into the cult of the Neon Coyotes — fresh, leather kink wear brand transforming restraints into runway-ready art.

Colleen Godin ·
opinion

Why It's Time for Adult Retail to Embrace AI

In the late 1980s, I was working in the rental car business. My first company didn’t have a single computer. Everything — contracts, inventory, employee records — was done by hand. If you wanted a report, you dug through paper files and crunched numbers on a calculator. It was tedious, but it was all we knew.

Zondre Watson ·
opinion

What Retailers Gain by Partnering With Family-Run Brands

In an age increasingly dominated by corporate consolidation and faceless supply chains, choosing to work with a family-owned and operated business can offer retailers a depth of value that goes far beyond pricing and product margins.

Briana Watkins ·
opinion

How the 'Back Massager' Vibrator Became the World's Most Versatile Sex Toy

Wand vibrators are once again having a pop culture moment. Recently, Harry Styles expanded his lifestyle brand, Pleasing, by introducing a “Pleasing Yourself” double-sided wand vibrator developed in collaboration with sex educator Zoë Ligon.

Naima Karp ·
opinion

Strategic Retail Buying in a Shifting Pleasure Economy

Retail buying has never been a static job, but recent volatility in pricing, caused by shifting tariffs, global import costs and freight variations, has demanded a new level of agility for adult industry buyers and managers. As business expenses rise, so does the pressure to optimize the return on every product.

Rin Musick ·
profile

WIA Profile: Cynthia Wielgosz Elliott

The past year has been a challenging one for the team at premier lubricant manufacturer Sliquid. Late in 2024, company co-founder Dean Elliott passed away after battling cancer, though he managed to flash his wide, signature grin until the very end.

Women in Adult ·
opinion

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
opinion

Kraig McGee Blends Family Values, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
Show More