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.
Media and pop culture have also helped pave the way, making it increasingly acceptable and “normal” for people to own their sexuality, and the struggles that come with it, without shame or stigma. Decades ago, for instance, issues like perimenopause and menopause were not discussed as frankly as today, so menopause care remained a largely untapped market. Today, lube companies use their platforms to bring these conversations to the forefront and raise awareness on topics that were once in the shadows.
The continuing taboo around sexual dysfunction is especially frustrating since there are now many options to help folks deal with it.
Yet despite global female empowerment propelling this industry forward and increased openness about sexual wellness subjects, there remains one topic that most people don’t want to talk about: sexual dysfunction.
Shattering sexual dysfunction stigma with increased visibility
The continuing taboo around sexual dysfunction is especially frustrating since there are now many options to help folks deal with it. Men experiencing erectile dysfunction or performance anxiety can now be helped with the use of pills, strokers and other masturbation aids. Women experiencing painful sex, chronic dryness or menopause symptoms can take advantage of high-quality lube. There is help out there if we can make people aware and get them talking about it.
It’s up to the pleasure industry’s PR and marketing professionals to address this discrepancy by developing creative, out-of-the-box solutions to give brands and products that address sexual dysfunction the visibility they deserve.
Here are three strategies for approaching sexual dysfunction as an opportunity to use tools and resources that can enhance sexual experiences, provide education and allow for more conversations to take place.
Target demographics beyond baby boomers
When business owners think about how to market solutions for sexual dysfunction, their minds often go toward the baby boomer demographic. While it’s true that this generation does experience issues in the bedroom due to menopause or a decrease in testosterone, problems can occur across different age groups.
Whether due to smoking, medication, or stress and anxiety, many men under 40 experience ED. When women hit perimenopause or menopause and are on certain medications, vaginal dryness and inability to orgasm can be common side effects. One study from the British Menopause Society showed that 17% of women aged 18-50 experienced premenopausal dryness either due to lack of arousal or stress.
There is also the issue of painful sex or vaginismus, which many deal with regardless of age. It is common among survivors of sexual assault and women who struggle with intimate examinations such as smear tests, but is rarely discussed. And, of course, women of various ages suffer from anorgasmia, the inability to orgasm during sex.
The first step toward making sexual dysfunction less taboo and improving visibility for solutions is for the sexual health industry to overcome stereotypes, stop solely showing seniors in ad campaigns dealing with these issues and instead depict the true spectrum as it really exists. This approach will destigmatize the topic for younger audiences, reassuring them that this is a common issue among people their age rather than something abnormal or shameful.
Collaborate with sex educators
For customers experiencing sexual dysfunction, the internet is often the first port of call to find out further information. That is a major reason why ecommerce continues to dominate the sexual wellness market: it enables shoppers to browse reviews and research products without spotlighting their personal troubles by approaching professionals IRL.
Since customers are already navigating online articles and seeking advice on various platforms, pleasure brands should take advantage of this opportunity for collaboration by teaming up with certified sex educators and therapists. These sexual wellness professionals work with real people and have their finger on the pulse of what brands could be doing better. They provide information that not only helps consumers understand sexual dysfunction and its causes, but also lets them know that they are not alone in their struggles — and most importantly, that there are plenty of products out there that can help, from lubricants to vaginal dilator sets to medications.
Joining forces with sex educators can therefore help position brands as a valuable resource customers can access to feel more sexually fulfilled and confident.
Get creative
We need to look no further than the viral success of the rose vibrator and other sex toys to understand that online influencers also make great collaborators for sexual wellness brands. Working with a wide range of influencers, of different backgrounds, ages and sexual orientations, can amplify the voices of the diverse demographics dealing with sexual dysfunction issues and help make sure everyone feels included in the conversation. Whatever kind of campaign you are running, it is important to infuse creativity and humor into your messaging in a way that acknowledges social stigma without inviting shame.
By normalizing the discussion of sexual dysfunction and working to boost awareness of the various solutions out there on the market, businesses can build customer loyalty, boost sales — and create a more pleasurable future for everyone.
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.
