Every June, the adult industry drowns in rainbows. Vibrators get a glittery Pride makeover, logos turn technicolor, and brands swear they’re allies—for 30 days. Then, poof! Back to business as usual. As someone who’s been in the trenches of pleasure product marketing, I’m calling it: rainbow dildos don’t make you inclusive. They just make you loud.
The pleasure industry has a golden chance to set the bar for ethical LGBTQ+ marketing. We’re in the business of desire, autonomy, and raw human connection—nobody should get this more than us. Yet, too many brands treat Pride like a seasonal sale, slapping a rainbow on a butt plug and calling it representation. Spoiler: queer and trans folks see through that faster than you can say “limited edition.”
Why Ethical Marketing Matters
Queer consumers aren’t just a niche—they’re a powerhouse. A 2023 Nielsen study found 71% of LGBTQ+ adults are more likely to buy from brands that authentically represent them. Screw it up, and you’re not just losing sales—you’re torching trust. So, how do you move past performative Pride and build something real? Let’s break it down.
Ditch the Rainbow Washing
Rainbow washing is the adult industry’s cardinal sin. A rainbow strap-on might look cute, but if it’s just a cash grab with no substance, it’s worse than nothing. Performative Pride—think 20% off “Pride sales” with zero community giveback—breeds resentment. And don’t get me started on campaigns run by straight execs with no queer input. It’s like filming a gay scene with no gay performers: it’s not just tone-deaf, it’s exploitative.
- No context, no sale. A rainbow toy needs a campaign that educates or supports, not just sparkles.
- Discounts without donations? That’s a hard pass from queer buyers.
- Zero queer leadership in your Pride push? You’re begging to miss the mark.
Design for Queer Bodies, Not Just Wallets
Representation starts with the product itself. Most pleasure toys are built for cis-hetero norms, leaving queer and trans users to adapt or settle. That’s not inclusion—that’s laziness. Brands need to ask: How does this vibe feel for someone on testosterone? or Will this harness work post-top surgery? If you’re not thinking about hormone-related sensitivity or gender-affirming pleasure, you’re not designing for us.
“Queer pleasure isn’t one-size-fits-all. It’s time brands built toys that actually fit our bodies and lives.”
– Anonymous queer product designer
Take Wicked Sensual Care. Their Simply Aqua Special Edition lube isn’t just a product—it’s formulated with anal play in mind, gentle for sensitive tissues, and backed by year-round donations to LGBTQ+ and BIPOC groups. That’s the kind of intentionality that resonates.
Put Queer Voices in the Room
Hiring queer models for your ads is great, but it’s not enough. Who’s writing your copy? Who’s greenlighting your campaigns? If your team doesn’t include LGBTQ+ folks in decision-making roles, your “inclusivity” is just a photo op. Queer marketers know the language, the pain points, the desires. We’re not here to be your props—we’re here to steer the ship.
A brand like Starship gets it. Their blog and in-store content feature queer educators tackling real questions—like safe anal play or post-transition pleasure. Their website has a dedicated section for trans sex toys, from pumps to dilators, marketed as tools of joy, not medical fixes. That’s how you build trust.
Commit Year-Round, Not Just in June
Pride isn’t a marketing season—it’s a lifeline. Brands that only show up in June are screaming, “You’re only valuable when it’s trendy.” Real allyship means funding queer causes in February, not just June. Sponsor trans award shows. Back queer-owned venues. Create content that educates year-round, from blogs on safe strap-on use to guides for post-op intimacy.
Starship, for example, sponsors events at queer-owned spots nationwide, amplifying education on everything from anal lube to gender-affirming gear. Their commitment doesn’t vanish when the Pride flags come down. That’s the difference between allyship and opportunism.
Reflect the Whole Community
Your ads shouldn’t just feature young, white, “passing” queer models. Show trans folks, BIPOC, older bodies, plus-sized bodies. Diversity isn’t a checkbox—it’s the reality of the LGBTQ+ community. Create content that educates, not just sells. Blogs on gender-affirming pleasure or social posts tackling real questions—like how to choose a harness post-transition—build connection, not just clicks.
The pleasure industry has the power to make people feel seen, desired, and empowered. But that starts with looking in the mirror. Who’s in your boardroom? Who’s in your ads? Who benefits from your Pride push? If the answers don’t scream inclusivity, you’re not just failing at marketing—you’re failing at humanity.
