How to Sell Sex to Gen Z: Raw, Real, and Inclusive
Selling sex used to be about airbrushed bodies and steamy ads, but for Gen Z, it’s all about authenticity, inclusivity, and emotional honesty. According to Business of Fashion, brands today are learning that Gen Z wants real conversations around pleasure, identity, and consent—not performative sex appeal. That means less Victoria’s Secret fantasy, more self-aware memes and awkward relatability.
Modern brands are embracing gender fluidity, diverse body types, and humor to build trust with Gen Z consumers. They’re not just selling condoms or vibrators—they’re selling comfort, identity, and liberation. Campaigns that would’ve been seen as too “weird” or niche a decade ago are now mainstream hits.
This shift isn’t just smart marketing—it’s cultural evolution. Gen Z has grown up online, with access to information about queerness, mental health, and social justice. They expect their brands to reflect their values. The brands that get it—like Maude, Cake, and Unbound—are thriving.
Among Gen Z participants, 11% reported frequent engagement in BDSM activities, while 22% had experimented with it a few times.
Still, the tightrope is real. If a brand comes off as try-hard or disingenuous, Gen Z will cancel faster than you can say “soft launch.” There’s little room for brands that treat sex as taboo or exclusively heteronormative.
A recent study by sex toy brand We-Vibe, highlighted in Hypebae, reveals that Gen Z and Millennials are leading the way in exploring BDSM practices. Among Gen Z participants, 11% reported frequent engagement in BDSM activities, while 22% had experimented with it a few times. This data suggests a generational shift toward more open and exploratory attitudes toward sexuality.
The study also indicates that role-play is the most common BDSM practice across generations, with Gen Z showing a particular interest in submissive roles, such as being spanked. In contrast, Millennials and Gen X participants reported more experience with dominant roles. These findings highlight evolving dynamics in sexual preferences and the increasing normalization of diverse sexual expressions among younger generations.
Experts suggest that Gen Z's comfort with discussing and exploring sexuality may be attributed to greater access to information and a cultural shift toward destigmatizing sexual topics. This openness allows for a broader understanding and acceptance of various sexual practices, including BDSM, within mainstream discourse.
The implications of these trends extend beyond individual preferences, potentially influencing the sexual wellness industry, education, and media representations.
As younger generations continue to challenge traditional norms, there may be increased demand for inclusive and comprehensive sexual education and products that cater to a wide range of experiences.
What do you think? Is this the healthiest version of “selling sex” we’ve ever seen—or are brands commodifying vulnerability to stay relevant?
