As Gen Z enters adulthood, they quietly reshape the sexual wellness industry. Prioritizing authenticity, inclusivity, and innovation, this generation is steering the market away from polished perfection and towards a more open, individualized approach. Brands are beginning to adapt, rethinking how products, from gender affirming care to plain old sex toys, look and what they stand for.
Gen Z Isn’t Shy – They’re Specific
Let’s drop the tired stereotype: Gen Z isn’t squeamish about sex. They talk about it, post memes about it, and write reviews. They’re not just open – they’re critical. Especially when it comes to how pleasure is marketed, represented, and talked about.
This generation has grown up in a world where being honest online is OK. Gen Z doesn’t want sex toys that assume anything about who they are or what they like. They want products and brands that understand their needs.
So what are they asking for? Something surprisingly simple: realism and respect. They want adult toys that speak to the full range of gender identities, sexualities, body types, and emotional experiences.
Why This Matters Beyond the Bedroom
Gen Z’s collective purchasing power is estimated to exceed $450 billion. For the wellness industry, that means rethinking not just products, but values: inclusivity, sustainability, mental wellness, and above all, honesty.
As the Head of Marketing from EdenFantasys puts it, “We’ve noticed a significant increase in questions and comments from Gen Z customers about things that older generations never really asked about – like the materials used in our toys or how we are managing the data in our app-connected products”.
In response, EdenFantasys has made some exciting changes. They’ve updated their product lineup, reworked their messaging, ditched gendered language, and collaborated with creators representing their audience’s experiences.
Representation Is No Longer Optional
Gen Z’s demands have created visible change. Packaging is cleaner, language is more direct, and products come in designs and colors that move away from stereotypes. Sites like EdenFantasys have embraced real, diverse bodies and shifted toward eco-friendly production methods, not because they are trendy but because the customer requires it.
The message is clear: inclusivity is no longer a “nice to have.” It’s the price of entry.
And it’s not just good PR – it’s good business. When brands speak plainly, people trust them and stick around.
Expectations Are Sky-High
With greater awareness comes greater scrutiny. Gen Z doesn’t just want a better sex toy – they want an experience that’s flawlessly aligned with their values. They expect app-connected devices to work as promised, without data risk. They expect ethical production, without greenwashing. They expect support for all body types and genders.
This generation doesn’t tolerate inauthenticity,” says Weaver. “We’ve had to look at every part of the experience – from how we source and describe adult toys to how we respond to feedback on social media. If it feels performative or outdated, it’s called out quickly.”
The Industry’s Next Challenge
So, what happens when an entire generation demands not just sex toys, but a redefinition of intimacy itself?
Companies that have relied on old-school marketing will either adapt or collapse. Startups that genuinely reflect Gen Z values – like those founded by queer creators, or those centered around sexual health education – are being welcomed with viral success. Larger players are pivoting fast, looking to rebrand or partner with niche experts to stay relevant.
But there’s still a long way to go. As privacy concerns around app-connected sex toys grow, and as demand for trauma-informed, accessible pleasure products increases, the pressure to do it right – ethically, inclusively, intelligently – will only increase.
Conclusion: Adapt or Fade
The Gen Z consumer is not a mystery – they’re just honest. They want sex toys that feel good, and do good. They expect education, transparency, and representation as part of the package, not as a bonus. If the industry won’t give it to them, they’ll build it themselves.
What we’re witnessing isn’t just a change in taste – it’s a shift in power.
The brands that thrive will be the ones that see this not as a threat, but as a wake-up call: the future of pleasure is real, responsible, and Gen Z approved.