Sexual health markets are seeing a change. Not because of gadgets alone, but how people see themselves. When LGBTQ+ buyers want items that match real life, old labels like “men only” or “women only” fade fast. Design shaped by narrow rules struggles to keep up!
Let’s present a new philosophy: pleasure without gender labels. Retailers, manufacturers, and those who move goods see past trends; they spot openings where others see shifts. One in 22 people across Canada now identifies as 2SLGBTQ+. Meanwhile, the country’s sexual wellness industry has reached about $2.5 billion. Because of this shift, items that don’t rely on gender norms are becoming more expected than exceptional. Instead of standing out, skipping inclusivity makes brands blend into the background.
WHAT CONSUMERS REALLY WANT
Now things feel different. Bright pink boxes once shouted “for her,” while cold colours and sharp lines claimed they were built for men. Yet how people buy has shifted, especially for consumers under 30. Old divides blur when choices appear more fluid than fixed. Who uses what matters less than it did before.
Younger buyers skip labels like “for men” or “for women,” focusing instead on usefulness, adaptability, and one-of-a-kind touches. What matters isn’t who it’s meant to serve but how well it works and how different it feels. A shift shows up in choices; less about identity tags, more about real experience.
Nowhere is this change more visible than within queer and non-binary communities, long left out by one-size-fits-all product design. Because of their lived experience, these consumers now shape not only smaller labels but also steer mainstream markets.
DESIGNING FOR BODIES, NOT IDENTITIES
Body comes first, not labels. Those old “made for men” or “women only” ideas are fading fast. What matters now is how products feel, work, and fit. Shape, touch, function. These guide the way instead of buzzwords or packaging. Products grow wider in what they can do and their appeal, bending the rules without saying so.
So how can manufacturers keep up with an ever-changing market, especially one where nuanced design matters? Here are some things to keep in mind.
- Multi-Use Functionality: One toy doing many things matters now. Bending vibrators show up, plus gear that fits harnesses while changing shape. Multiple pleasure spots get attention at once. Value drives choices so spending feels smarter when a single item pulls double duty.
- Abstract, Non-Gendered Aesthetics: It’s fairly common now to see brands stepping away from explicitly pornographic and anatomical designs. Instead, we see smooth lines and soft tones. These choices make items feel easier to connect with. A calmer look removes distance between the user and the product. A lot of people find them simpler to accept into daily life. Self-use becomes routine, not taboo. Devices now echo care routines rather than hidden desires. Neutrality opens doors previously closed by shock value. The shift quietly supports emotional ease over spectacle.
- Inclusive Language and Packaging: It really counts how we choose to speak about things especially when building stuff people rely on. When descriptions zoom in on actual body areas, plus what those spots might enjoy, users feel they’re being acknowledged. Take a product pointing straight at the clitoris or penis; that clarity beats calling it “your man’s favourite” any day. And it’s not just with toys. The way lube is marketed can also break gender norms. For example, pjur’s TOY range has stayed away from the pink/blue dichotomy to make their products marketable to all bodies and toy users, focusing more on function and how it benefits pleasure and health.
- Community-Led Design: Better ideas start when queer, trans, and disabled voices shape how things are built. Product tests gain depth through lived experience instead of theory alone. Feedback becomes sharper when it comes from those who actually use what’s made. Co-design shifts power away from distant teams into hands that know struggle firsthand. Real connection grows where inclusion isn’t an afterthought but the starting point. Trust builds slowly often in quiet moments, not press releases. What works for margins often ends up helping everyone else too.
INCLUSION AS A SELLING POINT
More products built today have inclusivity in mind during development. Thanks to varied shapes, sizes, and flexibility; vibrators now fit different body types more easily. For many, what stands out today is how pleasure products aren’t necessarily built for specific body types but rather the other way around. Custom setups grow more common for people that prefer gear that matches their needs. In some cases, software links up with hardware so changes happen in real-time during use. LGBTQ+-run businesses lead with gear shaped around non-binary and transgender lives. Comfort comes first, then tweaks follow accompanied by ease of connection. Once focused only on straight pairs, marketing firms now reshape ads and visuals to reach wider groups. Inclusion is the standard, not the exception.
BEYOND THE ‘PRIDE SECTION’
Most people talk up new products, yet shopping moments – real stores or websites – matter just as much. Putting “Pride” toys off by themselves happens often in shops selling adult goods. While they mean well, the look of it might seem like virtue signaling while driving away potential customers. Blending them into regular stock beats setting them apart.
Walking through a store feels simpler when items are grouped by what they do like “vibrators” or “anal play” not who they’re for. A smoother trip happens with extras like sorting for “beginner-friendly” or “hands-free.”
Pride doesn’t stop after summer. Retail spaces might highlight varied shapes, loves, and bonds in images rather than splash rainbows on shelves. Trust grows through consistent presence, not temporary colours.
Who interacts with your customers shapes how they feel. Jumping to conclusions or using wrong pronouns can break confidence fast. Training staff to speak in ways that invite openness rather than making recommendations by gender does wonders to bridging that initial anxiety. That shift often lifts both connection and results.
MARKETING THAT RESONATES
A product’s message weighs just as heavy as how it looks. Truth hits differently for people in the queer crowd. Relying only on rainbow ads or tired tropes? That path often leads to backlash and lost business. Consider including diverse models and real-life scenarios in marketing, avoiding gendered assumptions in copy-writing, focusing on functionality and experience instead of identity, and collaborating with queer educators and creators to tell authentic stories.
Dropping phrases like “for him, for her” and swapping them with “for everyone” shifts customer views more than expected. This tweak changes how people feel about the brand over time, and loyalty often follows when wording feels inclusive by default.
ACCESSIBILITY AND INTERSECTIONALITY
Gender inclusion is just one part. Making products accessible for everyone is the next. Many items feel tricky to handle, particularly if someone struggles with grip strength or deals with chronic pain. Because of modifications like softer handles or lighter weights they become easier to manage. When tools include stands or adjustable holders, people find them more useful. This kind of attention to detail often leads to more interest from buyers.
Pleasure shouldn’t be locked behind high prices! Many face money troubles, which means shops build inclusion when they offer different costs and ways to pay. A person’s worth isn’t measured by their bank account. Some find ease faster than others and fairness means closing that gap.
THE FUTURE OF PLEASURE
Pleasure without gender labels goes beyond fitting in. It fuels steady expansion, year after year. People pay attention to what they buy, staying closer to companies that reflect their beliefs. When firms embrace openness in design and display items with care, real bonds form over time. Falling back on old ways might mean missing out on an ever-evolving audience.
A shift away from gender labels isn’t going anywhere. Culture moves, minds change, product demands follow, and when people see themselves differently, they want items that reflect that. The adult industry faces tough choices yet gains new opportunities to grow. People embracing change through careful planning, smart selection, or sharp presentation of what they offer tend to serve customers better. Leadership often follows in markets shifting fast. Doing so makes sense beyond fairness. Clever strategy lives here too.
Tim Lagman is certified by the American Board of Sexology and is based in Toronto, Canada. He is the host of the award-winning podcast Sex Ed with Tim.
