Warm weather is finally here, and Gen Z is ready to let loose for the summer. Whether they’re traveling or hunkering down for a more low-key staycation with friends, the summer months often involve sex toys as part of a self-care routine. For generations past, summertime was all about going wild, but this generation is a little different. The stats show that Gen Z is having less sex than ever, so what can we in the sexual wellness industry do to cater to their needs in a way that feels authentic to them? Here are the top Gen Z adult marketing tips to help you succeed.
Summertime solo exploring
Forget spring break – summer is the ultimate time to market to Gen Z. Even if they’re not having casual sex with partners, they’ll be solo exploring self-love with sex toys. Perhaps they’re looking to move on from a situationship in a drama-free way, maybe they’re going #boysober, or perhaps they’re looking to protect their sexual health by avoiding STIs. Inclusivity is a strong value of Gen Z, so we want to highlight toys that are versatile for a range of body types, anatomies, and sexualities.
Gen Z adult marketing tips are also about embracing versatility. Additionally, sexual wellness products are increasingly being seen as versatile products that are a broader part of a wellness strategy. Rather than fitting into a box, sex toys can be a part of your beauty or fashion routine in the summertime. Lube can be used to add shine to lips and hair; it can even smooth eyebrows and keep them in place.
With Gen Z leaning into BDSM more than any other past generation, kinky clothing items and accessories are being worn as mainstream fashion looks that they’re showing off on social media. We’re talking chokers, harnesses, latex dresses, corsets, and fishnet body stockings that can be layered under other styles.
Maze Single Choker
Link: https://www.goodvibes.com/p/GV15171/1194013/maze-single-choker/black?
Price: $34.99
Euphoria Collection Multi-Chain Collar Harness – Plus Size
Price: $59.99
Inclusive essentials that won’t break the bank and are discreet
Sex might have been a taboo topic for generations past, but sex toys are normalized for Gen Z. One of the best adult marketing tips is to promote inclusive toys, as Gen Z is drawn towards products designed with inclusivity in mind. Rather than opting for old school dildos that mimic human anatomy, this generation is drawn away from binary sex toys and looking towards bright and vibrant options that spark joy, especially as we approach Pride Month in June. The rise of unisex creature vibrators, confetti dildos, and toys in aesthetically pleasing, playful colors isn’t just about whimsy; they’re also a way to offer discreet and travel-friendly intimate devices.
Starsi External Vibrator
Link: https://www.babeland.com/p/BL41627/1313279/starsi-external-vibrator?
Price: $74.00
Chili Pepper Emojibater
Link: https://www.sextoys.co.uk/p/503131/1347147/chili-pepper-emojibator?
Price: £33.65£28.60
Statistics show that 31% of Gen Z is still living at home, so buying discreet sex toys is at the top of their priority list. Low-key strokers, vibrators, and small dildos are not only TSA-friendly, but won’t be glaringly obvious if a parent walks in and comes across them.
Since Gen Z is dealing with financial instability and economic anxiety at this time (especially with rising prices of products), summer is the perfect time to entice them with a sale, whether on a bundle of individual products.
Taking advantage of wanderlust in campaigns
Who doesn’t daydream of hopping on the next plane to a tropical island and leaving all your worries behind? To encapsulate that feeling, we partner with brands and influencers that market to the Gen Z demographic and are experienced in navigating online censorship. And these don’t have to be straightforward sex toy reviews, which the algorithm doesn’t always favor. Instead, it might mean showcasing a lubricant in a GRWM beauty routine filmed by an influencer who is on vacation.
Adult marketing tips for Gen Z might also mean providing info not only on intimate devices but also on budget-friendly travel hacks for the summer or consent and STI education on how to stay safe during your summer flings. For people who aren’t traveling, the right partnership can provide guidance on how to have a fun and sexy staycation at home with the right sexual wellness products and accessories. Appealing to a broad range of people within this age group will also ensure a higher likelihood of more authentic user-generated content.
Clever but unexpected partnerships with other brands can also strengthen your strategy with social media giveaways and broaden your audience. For instance, partnering with a skincare brand or swimsuit brand that also values inclusivity, sex positivity, and body positivity can all expand reach while reinforcing a brand’s values.
Finding the perfect balance
Gen Z might appreciate a playful and flirty tone, but they also value education, so nailing your summer marketing is all about finding the balance. Unlike spring break, which is a relatively small window, peak travel season in the summertime lasts from June through August. During this time, Gen Z is looking to have as many memorable moments as possible, and sexual wellness products can play a huge role in those experiences; with the right adult marketing tips, that is!.
