One of the most powerful truths about the sexual wellness industry is its incredible diversity — not just in product or purpose, but in people. Sexual wellness is, as I often say, “head to toe, young to mature, purpose to pleasure.” It reaches across generations, lifestyles, and comfort levels. That makes it a deeply human industry — and also a complex one when it comes to marketing.
To succeed, brands and retailers must recognize that sexual wellness isn’t a one-size-fits-all conversation. It’s personal, evolving, and influenced by generational identity. Understanding what resonates with each age group — and how they prefer to discover, learn, and shop — is key to growing loyalty, engagement, and sales.
Here’s how to build marketing strategies that connect authentically across the generations — from Gen Z to Boomers — while staying true to your brand’s purpose and values.
Gen Z (Born 1997–2012): Authenticity and Inclusion First
For Gen Z, the traditional “taboos” around sexual wellness are fading fast — and so is patience for brands that aren’t inclusive, transparent, or values-driven.
What matters to them:
Authenticity, diversity, and open conversation. This generation grew up with social media and expects brands to take a stand, normalize conversations around sexuality, and reflect real people and real experiences.
How to connect:
+ Use TikTok, Instagram, and YouTube to educate, not just advertise. Quick, expert-backed videos or bite-sized myth-busting content perform especially well.
+ Feature diverse imagery and voices — across gender identities, body types, and orientations.
+ Partner with credible micro-influencers who genuinely care about your message, not just your product.
Gen Z wants to see brands that talk with them, not to them — and who make empowerment part of the shopping experience.
Millennials (Born 1981–1996): Lifestyle Integration and Education
Millennials represent one of the largest consumer groups in sexual wellness — balancing careers, relationships, parenting, and self-care. They’re not just seeking pleasure; they’re seeking balance, connection, and stress relief.
What matters to them:
Education, quality, and purpose. They gravitate toward wellness-forward narratives that connect intimacy with overall health and self-expression.
How to connect:
+ Build brand trust through education — via blogs, webinars, and expert collaborations.
+ Use email and social storytelling to highlight lifestyle integration: “this fits your life,” not “this replaces it.”
+ Offer personalized shopping experiences or curated recommendations based on goals (stress reduction, intimacy, health, etc.).
Millennials value brands that help them feel informed, empowered, and supported — not pressured or overwhelmed.
Gen X (Born 1965–1980): Confidence Meets Discretion
Gen X often represents the “quiet powerhouse” of retail — loyal, practical, and more digitally savvy than many marketers assume. They’re comfortable shopping online but value privacy, quality, and trust above all else.
What matters to them:
Consistency, reassurance, and credible information. Many in this generation are rediscovering intimacy after life transitions — from parenthood to menopause and more — and they want solutions that feel empowering, not awkward.
How to connect:
+ Lean into practical benefits: quality, design, comfort, and wellness outcomes.
+ Highlight expert partnerships or medically backed information to reinforce trust.
+ Use targeted digital ads and email campaigns that feel personalized, not public.
Gen X shoppers appreciate discretion — but they also appreciate confidence. Marketing that’s straightforward, affirming, and educational resonates best.
Boomers (Born 1946–1964): Empowerment Through Normalization
The conversation around sexual wellness for older adults has shifted dramatically — and yet, it’s still underserved. Many Boomers want to remain active, healthy, and sexually confident but don’t always see themselves represented.
What matters to them:
Reassurance, normalization, and accessibility. They value brands that respect their experience while breaking the silence around aging and intimacy.
How to connect:
+ Use simple, relatable messaging that emphasizes wellness and vitality, not stigma.
+ Offer accessible packaging and clear product explanations.
+ Spotlight medical experts or health-centered narratives to normalize pleasure and intimacy at every age.
By showing empathy and representation, brands can turn this often-overlooked audience into one of their most loyal.
The Unifying Thread: Connection, Not Category
While each generation has its nuances, one principle unites them all… authentic connection.
Whether you’re appealing to Gen Z’s curiosity or a Boomer’s comfort, the best marketing is rooted in empathy, not assumption.
In sexual wellness, “head to toe, young to mature, purpose to pleasure” isn’t just a tagline — it’s a mindset. It’s about meeting people where they are, celebrating diversity in every form, and building trust that lasts beyond a single transaction.
The more we speak to people, not just demographics, the more inclusive, empowered, and successful our industry becomes.
In short… know your audience, honor their experiences, and lead with purpose. Generational marketing isn’t about dividing — it’s about understanding how each group connects to the same shared truth – that wellness, pleasure, and confidence belong to everyone.
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Written by Nicole Leinbach Hoffman, Founder of STIMULATE. Hoffman is a frequent guest and contributor to various media outlets that have included The Today Show, Forbes, Entreprenuer.com and countless B2B publications – including having a regular column with Smart Retailer Magazine. Additionally, Hoffman has supported American Express’s Small Business Saturday as a Spokesperson and is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill. In 2022, Hoffman was recognized as one of Women Wear Daily’s “25 Most Inspiring Women in Retail” and has been on the list of the world’s most influential retail leaders from Rethink Retail since 2015. In 2023, Hoffman was recognized by fashion retail leader American Eagle on a billboard in Times Square as a Global Change Maker with her work in retail, specifically highlighting her support of making sexual health products more accessible in retail destinations. Additionally, Hoffman has been an Adjunct Professor since 2005 at Columbia College where she teaches retail marketing. Connect with Hoffman at nicole@retailminded.com.
