As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose. For many, that means exploring their sexuality — and whether partying or keeping things low-key, for Gen Zers, sex toys are an important form of self-care and part of their larger wellness strategy.
Gen Z continues to reshape our understanding of consumer behavior, and the sexual wellness landscape is no exception. With Gen Z being so different from the generations who came before them, how can pleasure brands and retailers market to them most effectively?
Marketing sexual wellness to Gen Z is all about finding the right balance between educational and playful, and capturing their attention on the right platforms ahead of and during peak travel season.
Less Sex, More Toys
Research from the CDC suggests that Gen Z is having less sex than previous generations, but that doesn’t mean they’re not prioritizing self-pleasure. In fact, they’re a lot more stigma-free than their older counterparts. So while they might not be as focused on casual partner sex, you can bet that they’re still doing lots of solo exploring. This is why summer vacation is the perfect time to sell this demographic the right sexual wellness essentials.
Lean into the angle of choosing sex toys over summer situationship drama, explaining how, while hookups can come with pressure or awkward situations, toys offer a reliable form of pleasure, minus the stress. Additionally, Generation Z is a highly education-forward demographic, so emphasizing STI prevention in the context of sexual health can be a winning tactic. After all, what could be safer than solo play?
Rather than focusing on toys designed for partnered play, hone in on the best toys for self-love. You can even curate empowering and gender-inclusive kits or bundles that incorporate Gen Z slang. Remember that this demographic expects representation of various sexual orientations, genders and body types, so that level of diversity should be reflected in the products you choose to promote.
Additionally, you can position sexual wellness products as versatile and multipurpose lifestyle essentials. For instance, don’t just market lube for use during sex — frame it as a vacation beauty essential that can double as a hair serum or lip gloss. Similarly, kink apparel like chokers and harnesses can be worn for a night out rather than just in the bedroom.
Think Playful, Budget-Conscious and Travel-Friendly
Gen Z doesn’t take sex as seriously as older generations. Sex toys are more normalized for them, and we’re seeing many brands leaning toward a more playful aesthetic and the “cute-ification” of sex toys, as indicated by bestsellers from retailers like Babeland and Good Vibes. These toys are also naturally more inclusive since they don’t resemble human anatomy. By steering away from binaries like “male” and “female,” cute sex toys speak to Gen Z values. These whimsical toys might include unicorn vibrators and clitoral stimulators or brightly colored, cheerful toys in hues like bubblegum pink, mint green or even rainbow print in honor of Pride.
These adorable and cheeky pleasure products offer another unexpected benefit: they’re more discreet to travel with. Mini toys offer a more travel-friendly option for different kinds of luggage. Focus on advertising TSA-friendly vibrators, strokers and more. Since 31% of Gen Zers live at home, aesthetic discretion is also a perk for them even when not traveling. Ultimately, embracing a youthful aesthetic plays a crucial role, whether with packaging, including freebies like stickers or the toy itself.
Affordability should also be considered. With Gen Z facing many economic anxieties and financial instability, this is the perfect time to host a sale. While discounts can be applied by giving affiliate partners discount codes, brands can stand out from the crowd by offering summertime sales, which can help people shake off winter blues and get excited for the coming months of warm, sunny weather.
Partnering Up: Fave Influencers, Brands and Podcasts
Since social media is a mandatory form of communication with Gen Z, taking advantage of it for your summer marketing is a must. Sex toys, when promoted by creators who are experienced with navigating censorship and shadow-banning, can become instantly shareable. However, growing up on social media and being marketed to their whole lives has also resulted in a degree of fatigue and “influencer blindness,” so brands chasing the Zoomer dollar must find exciting new ways to showcase products beyond a simple unboxing.
Sex educators and sex-positive micro-influencers with highly engaged followings are great starting points for leveraging online communities. There are endless possibilities, whether it’s a new pjur lube being showcased as a beauty product in a GRWM video filmed from a tropical destination, or a video providing education on STIs and consent for those embarking on summer adventures. It might mean partnering with travel influencers providing insider info on affordable travel hacks for summer — or with wellness influencers who cater more to those who might prefer a staycation. These kinds of creative tactics can help tie the products into meaningful conversations that young people are already having with their friends.
Summer is also a great time for retailers to partner with brands that aren’t afraid to highlight sexual wellness. PR agencies with experience in this space can help you determine which partnerships are most likely to spark organic engagement. This might mean a Gen Z-friendly swimwear brand, skin care, or wellness lines that value body-positive messaging. Strategic partnerships for social media giveaways can help expand your reach even further.
On platforms like Spotify, tune into advertising possibilities on podcasts with large Gen Z audiences. Sponsoring popular sex-positive podcasts can help target listeners looking for summer vacation sex tips, entertaining stories related to summer dating and more.
Marketing sexual wellness to Gen Z is all about finding the right balance between educational and playful, and capturing their attention on the right platforms ahead of and during peak travel season. Despite current economic precariousness, Gen Zers prioritize vacations and memorable experiences. Sex toys can be part of that experience, so hone your strategies and position yourself as an ally to this generation — not just for the summer, but in the long term.
Naima Karp is a content writer and PR intern with over a decade of experience crafting lifestyle, sexual health and wellness content for various platforms.
