opinion

How History Drives Marketing Strategies Today

How History Drives Marketing Strategies Today

Thanks to the efforts of activists, sex educators and members of marginalized communities, products like sex toys, lubricants and adult films have become much less stigmatized, and much more visible and accepted in the public sphere today. Despite these strides, however, much adult industry marketing still feels trapped in an outdated mode. We’re in a world that is increasingly open to exploring topics like body positivity, kink, nonmonogamy and gender fluidity. Yet many campaigns continue to cater primarily to the cisgender, heterosexual, middle-class Caucasian narrative — when what’s really needed now is marketing that builds on the history described above.

An Unexpected Leap

Real, lived experiences are powerful tools for understanding and crafting marketing strategies that resonate authentically.

I went from being a historian to becoming the director of PR and marketing for a firm specializing in adult products, stars and films. While this may seem like an unusual career trajectory, for me it was the perfect progression. While pursuing my master’s degree, I found myself drawn to the history of gender and sexuality. The societal struggle to control the expression of sexuality and define gender roles is a common theme throughout Western history, and it still shapes our modern experiences and individual identities.

When my career path led me outside of academia and into marketing, I found that these themes remained highly relevant in my new field. I now use my understanding of how societal views on sex and gender have evolved to craft PR and marketing campaigns that resonate with and help educate our audiences.

Past, Present, Future

Unfortunately, many people in our industry overlook the complex ways in which historical perceptions of sexuality still impact us today. There is often a hesitation to go past the surface level when discussing pleasure, desire and identity. I’ve spent years studying the shifts in societal norms, from Victorian-era sexual repression to the sexual revolution of the 1960s and beyond. All of that informs how I think about modern marketing strategies.

Historically, public discussions about sex and sexuality have been heavily repressed, particularly when the types of sexuality in question challenge societal norms. From the Comstock Laws of the 19th century, which criminalized the distribution of “obscene” materials — including information about birth control and sexual health — to the stigmatization of LGBTQ+ communities and nontraditional relationships throughout the 20th century, entire groups of people have fought tirelessly for the right to discuss and explore their sexuality openly.

This history resonates in people’s lives and reflects their lived experience. Acknowledging and respecting history is therefore being both ethical and inclusive, with campaigns that don’t merely slap a rainbow flag on a product for Pride month or capitalize on body positivity when it’s trendy, but genuinely reflect the diversity of experiences and identities among the people who buy our products.

Marketing strategies should engage with the communities they represent, bringing in the voices of LGBTQ+ creators, nonbinary individuals and people from various racial and ethnic backgrounds. Brands need to be intentional about their messaging, ensuring it doesn’t exploit marginalized groups for profit, but instead helps break down the stigmas that still exist today. In this way, our understanding of the past helps construct our vision for the future.

Asking the Right Questions

When I’m building a PR campaign for a client, whether it’s a sex toy company or an adult film star, I always think about the larger narrative to which we’re contributing. How can we push past the barriers of what’s traditionally been considered acceptable or marketable? How can we make space for more inclusive and authentic representations of pleasure?

For example, I’ve had the opportunity to work on campaigns that incorporate themes like sexual autonomy, body positivity, and pleasure for all genders and orientations. I don’t shy away from topics like asexuality, kink or nonbinary identities. These aren’t fringe topics — they’re part of the everyday lives of our consumers, and they deserve to see themselves reflected in the marketing campaigns we create. It’s an absolute joy to educate people not only on the features and benefits of the products I represent, but also on how those products can enhance their unique experiences of pleasure and identity.

Understanding the complexities of sexuality and gender from a historical perspective has enriched my work in PR and marketing, allowing me to craft campaigns that feel authentic, progressive and genuinely representative of today’s consumers. In doing so, I’ve been able to contribute to a broader conversation about what it means to experience pleasure in the 21st century — whether that means breaking taboos or simply helping people feel seen and validated in their sexual identities.

Knowledge Is Marketing Power

Looking ahead, it’s clear that we must continue pushing boundaries in the adult industry. That means understanding the rich context surrounding gender, sexuality and the fight for sexual freedom. Fortunately, you don’t need a master’s degree in history to do that! There are many ways to educate yourself.

Start by diving into books, podcasts and documentaries that explore the history of sexuality, LGBTQ+ rights and the sex-positive movement. I recommend the books “Come as You Are” by Emily Nagoski and “Exile and Pride: Disability, Queerness, and Liberation” by Eli Clare, as well as the “Unladylike” podcast. Follow sex educators, activists and diverse voices such as Ericka Hart and Ev’Yan Whitney, to gain current perspectives on inclusivity and representation in the industry. Engage with organizations that advocate for sexual rights and provide valuable resources, like the Woodhull Freedom Foundation.

Finally, listen to the communities you are marketing to. Real, lived experiences are powerful tools for understanding and crafting marketing strategies that resonate authentically. In the end, the industry isn’t just about products — it’s about people. When we understand that, we can build more thoughtful, inclusive and forward-thinking brands.

Hail Groo is the director of PR and marketing for Forward Approach Marketing, where they combine their background as a public historian with over a decade of expertise in diverse marketing fields. Beyond their work in PR and marketing, Hail is a published travel writer, magazine contributor, podcast guest, award-winning photographer and Colorado-based journalist.

Copyright © 2024 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

opinion

BAFTA Nominations Highlights Importance of Gender-Neutrality

While the Brit Awards have paved the way for gender inclusivity by introducing gender-neutral award categories, it has recently been confirmed that the British Academy of Film and Television Arts (BAFTA) awards will not follow suit.

Scarlett Ward ·
opinion

How to Explain Wax Play to Shoppers

When it comes to candles in the bedroom, most folks think of them as a great way to create a sexy ambiance. For folks who enjoy wax play, however, candles are also a kinky way to heat things up. While it may sound daunting to the uninitiated — because, you know, fire and hot dripping wax — wax play can be a fun and accessible sensation-play option, as well as an excellent intro to BDSM.

Rebecca Weinberg ·
trends

An Inside Look at the Decision-Making Process of Expert Merchandisers

Buyers in the sexual wellness industry bear a weighty responsibility. They must strike the perfect balance between meeting customers’ demonstrated needs with tried-and-true products, and staying on top of the latest trends — and that is only scratching the surface.

profile

WIA Profile: Catherine Corsaro

As director of product training and information for JO parent company CC Wellness, Corsaro oversees all sexual health and product education from the company’s Valencia, California headquarters, including training new reps who may have never touched a bottle of lube until their first day on the job.

Women In Adult ·
profile

Novum Veteran Executive Team Leverages Expertise to Grow Brand

Novum Brands may be relatively new on the sex toy scene, but there’s nothing green about George Gatziaris and Vadim Daysudov, who together founded, own and helm the business.

Colleen Godin ·
opinion

Al and Michele Harrington Discuss Vision for Pleasure Brand Love Verb

Former NBA player Al Harrington has matched his success on the hardwood with equally impressive accomplishments in the business world, including creating cannabis company Viola. Now, Harrington and his wife, Michele, have expanded their business portfolio with Love Verb, a venture aimed at enhancing couples’ intimacy through a variety of pleasure products.

Quinton Bellamie ·
opinion

A Look at the Benefits of AI for Optimizing Retail Operations

In the ever-evolving landscape of retail tech, staying ahead of the curve is not just advantageous — it’s mandatory for survival. Currently, small-to-midsize retailers face an unprecedented opportunity to leverage artificial intelligence (AI) features to gain an advantage, enhance employee productivity and optimize operations.

Sean Quinn ·
opinion

Boosting Visibility for Female Sexual Dysfunction Products to Overcome Stigma

It is undeniable that sexual wellness has entered the mainstream, and the market is expected to expand. Many of those sales are driven by women, who have become more empowered than ever to buy sex toys and accessories — especially since the COVID-19 pandemic, when a significant consumer uptick made this shopping category more lucrative than ever.

Naima Karp ·
opinion

Tips for Making the Most of In-Store Marketing

When it comes to brick-and-mortar retail, getting shoppers in the door is only the beginning. Once they are inside, catching their eye and getting them to open their wallets is a whole other ballgame — both for retailers, who want shoppers to spend as much money as possible in their stores, and for manufacturers, who want that money spent on their products specifically.

Rebecca Weinberg ·
profile

WIA Profile: Stephanie Elias

After encountering some less-than-body-safe adult products, Stephanie Elias joined forces with her real-life BFF, Hannah Hutton, to launch Personal Fav, a product collection that currently includes two lubricants that promise the cleanest, most vagina-safe experience ever.

Women In Adult ·
Show More