What’s in for sex and wellness in 2025
Honey Wyatt asks the experts what to expect for the evolution of sexual trends in the new year
Credit: Pexels
Out with the old, in with the new is always the hope for the start of another year. We asked sex experts whether this rings true for sex and wellness in 2025.
For many of us, new year’s resolutions will involve improving our wellness; and spending quality time with our loved ones. But this shouldn’t come at the cost of our own pleasure, our experts tell us, nor at the expense of our bank accounts.
This year will see Gen Z prioritising mindfulness in sex, from working through harmful stereotypes, sexual shame and heteronormative ideas of pleasure. Meanwhile, pop culture icons’ unabashed championing of pleasure and the accessibility of social media platforms will make it easier than ever for sex-positivity to reach the mainstream.
But, as reproductive rights and identity politics become evermore under attack across the world, be aware of outdated sexual ideas creeping in, one of our experts warn.
So, without further ado, here are the Gen Z sex trends to look out for in 2025.
No more outdated norms
Every generation has had its a pop culture icon that’s made people realise their sexuality – whether openly or not. Gen Z is finally bringing conversations about sex, desire and identity out in the open, according to Samantha Marshall, head of brand at Smile Makers.
In 2025 we’ll only see their standards for accessibility and inclusion grow, she predicts.
“Gen Z is embracing conversations about sex and intimacy that challenge outdated norms, moving away from shame-based narratives to ones that celebrate empowerment and inclusivity, which is so exciting to see,” Marshall says.
“Pop culture’s influence – through artists like Billie Eilish and Sabrina Carpenter – has made open discussions about desire and identity more accessible, encouraging Gen Z to redefine intimacy in a way that aligns with their values.
“Plus, they no longer accept the deeply heteronormative, penetrative-focused, and easy-orgasming sex scenes that millennials watched in the noughties and 2010s; Gen Z has higher expectations for both the big and small screen.”
Read more: Editors on… our dating ins and outs for 2025
No more quickies
Younger generations have been rejecting sex for the last couple of years, from celibacy, to the boysober, and now the 4B, movement.
Naturally, this is going to mean fewer quickies, and an increasingly mindful approach to sex, Mariah Freya, founder and CEO of Beducated.com, comments.
"People are having less sex than they used to,” she says. “That's not necessarily a bad thing, you don't need quantity to have a successful intimate life. In our survey, we found that one in three respondents wished they spent more time when having sex. That reflects a growing desire for sex to feel more intentional and less rushed.
“If you find yourself looking to bring back the spark, focus on spending quality intimate time with your partner(s), and don't stress about how often."
Penetration will no longer be the main event.
With increased mindfulness comes a shocking awakening to the plentiful ways of having sex, other than the classic penetrative sex.
Freya observes: "More and more people are beginning to accept that sex does not equal penetration. The majority of our 2,000 respondents – 70% – said they didn't need it to have a fulfilling experience. One in four Gen Zers said it wasn't even part of their regular routine.”
As for those behind the curve (and I don’t mean literally), Freya encourages them to get in the know: “This year, hop on the trend and indulge in non-penetrative activities like oral sex or sensual massage. By the way, non-penetrative sex does not mean vanilla by any means. It can be an opportunity to experiment with BDSM or kink."
Read more: Editors on… our wellness ins and outs
(Straight) men will continue to miss out on pleasure zone exploration.
Speaking of those not in the know, (some!) men will remain penis-centric.
Mariah guesses: "Men have so many erogenous zones beyond the penis. You have the perineurium, prostate, anus, and yes, nipples. Unfortunately, most cis straight men will never get to experience most of that because they feel pressured to conform to traditional ideas of masculinity.
“In our survey, only a small number of men — one in 10 — reported enjoying anal stimulation during oral sex, while just 30% said they enjoy prostate stimulation. Given the growing trend of conservatism and traditional masculinity in younger men, we do not expect this to change in 2025.”
Self-care without breaking the bank
We all have our multiple-step morning and nighttime routines, but at what cost? Leave the overpriced serums and face rollers in 2024, Marshall urges, and instead find fulfilment in mindful self-care.
She says: “When it comes to phone screens, TikTok trends have inspired an entire generation to embrace self-care. While perfect skincare and shower routines can sometimes feel overwhelming, I hope people realise that looking after our intimate health doesn’t need to be flawless or expensive – it just needs to be intentional.”
Getting personal(ised)
Gen Z has already embraced artificial intelligence (AI) in the world of work. But in 2025, AI will continue to seep into their sex life, according to Angie Rowntree, founder and filmmaker at ethical adult cinema site Sssh.com.
She says: “Blink and you’ll see yet another iteration of AI impacting our digital lives. Especially for Zoomers – who don’t really remember even the pre-Google days of actually searching the internet – the expectation is generally instant or near-instant gratification, which is where AI is really stepping up.
“This means that the levels of curated content already brought to you via social media algorithms are coming to both the adult entertainment and sexual wellness spaces.
“From personalised AI-driven sex robots and digital companions to more body-responsive toys that can custom-tailor your play time, there’s a good chance that (especially if you’re playing solo), your next orgasm is but a click away.”
More “mature” sexuality on display
At a surprise to no one, ‘milf’ was the second most searched for term on Pornhub in 2024. Mature sexuality isn’t going anywhere in 2025, Rowntree says.
“Here’s something to celebrate – even if you’re still in your 20s,” she comments. Finally, Hollywood and retailers are acknowledging that women not only do not fall off a cliff after age 40, they also still have sex–and they are still desirable!
“With recent films such as Babygirl, Three Thousand Years of Longing, and Good Luck to You, Leo Grande, we are seeing leading ladies in their 40s to 60s in characters that embrace their desires and seize pleasure in an empowering way.
“We’re here for all of this! In the adult industry, unlike Hollywood, it has long been the case that female performers can enjoy thriving careers after age 35 and are still seen as celebrated beauties into their 50s and beyond. We’re happy Hollywood and the rest of pop culture is finally waking up.”