A recent marketing campaign by an Australian adult toy company is encouraging elderly people to use sex toys and enjoy sexual pleasure, with the aim of eliminating the shame and stigma around older individuals' sexual desires. Elderly individuals can receive at least a 20% discount on adult toys by presenting their ID to purchase them.
The marketing campaign's theme is "Desire never retires", aiming to challenge the assumption that individuals over 65 have dull and uneventful lives. The adult toy company has mailed a 16-page catalog of adult products to elderly individuals throughout Australia using direct mail, along with sex education content from renowned sexologists. The catalogs were mailed to retirement communities and bowling clubs across all eight states of Australia.
The campaign also includes targeted 30-second video advertisements, mobile billboards, and print ads in retirement lifestyle sections of local newspapers.
Since the start of the campaign, the adult toy company has seen a 10% increase in website traffic from users over 65, a 19% increase in transaction volume, and a 32% increase in transaction value.
A survey of 500 elderly individuals (over 60) in Australia found that one-third (33%) of individuals over 60 are comfortable using or discussing sex toys, and over half (53% of women and 55% of men over 60) believe sex toys can enhance their sexual experiences in later life.
Survey results showed that one-third of individuals over 60 are comfortable using or discussing sex toys, while two-thirds find it embarrassing. Over half (53% of women and 55% of men over 60) believe sex toys can enhance their sexual experiences in later life. Confidence in sexual expression increased with age for approximately half of the participants. Approximately 59% of respondents said they would consider purchasing sex toys in the future. Additionally, 78% of individuals over 60 believed the biggest issue around sexuality and aging was that elderly individuals were not interested in being sexually intimate.
Adam Lea, a staff member of the non-profit organization PHE International (Peace\Health\Environment), said "In an era that promotes healthy sexuality, the idea of elderly people enjoying sexual pleasure remains taboo. The representation of individuals over 60 in mainstream health and popular culture regarding sexual pleasure is minimal."
A spokesperson for the adult toy company said, "Our goal has always been to help everyone of all ages embrace and explore the joys of their bodies, regardless of their gender or age."
Andrew Siwka, the campaign's executor, said, "We are incredibly proud of this campaign. Honestly, how could you not love an initiative that leaves people with genuine smiles on their faces?"
