The future of sex (and sex toys) in Italy The new Lelo report explores the trends of different generations, from Baby Boomers to Gen Z

Sex is a sensitive topic. Some people hate talking about it, some talk too much and in the wrong terms, and some spread harmful misinformation. Everything and its opposite is said about sex. Some claim Gen Z hates sex, while others say that porn addiction is ruining young people’s idea of intimacy. Where do you stand? Lelo, a Swedish brand leading the sex toy market and long committed to sexual wellness, has explored the evolution of human relationships and intimacy, and how technology will influence this evolution. Through a Censuswide survey conducted in March 2025 with 1,000 participants in Italy, we compared how different generations (Baby Boomers, Gen X, Xennials, Millennials, Gen Z) perceive the role of technology in their sex lives, across various possible scenarios.

We analyzed the relationship between sexuality and technology across different generations: from Baby Boomers and Gen X, who were born in an analog world, to Millennials and Gen Z, who have never known it, with the addition of a hybrid micro-generation between Generation X and Millennials: the so-called Xennials, who possess a unique mix of analog values and digital comfort. The basic premise is that these generations may have a very different view of relationships and the role technology plays in them.

 

 

62% of Italians surveyed say they feel comfortable using technology such as apps and sex toys to enhance their sex lives. Well above average is Gen Z (72%) aged 18 to 28, Millennials aged 29 to 41, and Xennials (68%) aged 42 to 48. Regionally, the most tech-savvy area under the sheets is Puglia, with 71% supporting digital intimacy. More analog is Basilicata, with only 44% embracing technology. 65% of Italians agree that technology has made it easier to openly discuss sexuality, and the majority believe that technological innovation, from mobile phones to human-robot relationships, will change the way we experience sex and relationships: 32% think it will benefit sexual expression (Baby Boomers are more skeptical, with only 26% agreeing), while 1 in 5 Italians believes technology will have a positive impact on intimacy.

The greatest concerns about technology’s role in sexuality seem related to the fear of losing touch with reality, with real people and real relationships, for 37% of respondents (ranging from 45% of Baby Boomers to 30% of Gen Z). Lombardia (43%), Marche (65%), and Umbria (62%) are the regions most sensitive to this issue.

 

 

Revenge porn and sensitive data theft are also a concern for 22% of Italians, particularly women (27% vs. 20% of men). These concerns are more prevalent among younger generations (27% Gen Z) and less so among older generations (16% Baby Boomers). When asked whether technology can somehow fulfill emotional needs, younger generations responded positively (44% Gen Z vs. 23% Baby Boomers). Regions most in agreement with this view are Umbria (62%), Abruzzo (53%), and Trentino-Alto Adige (50%).

Based on the data, applied futurist Tom Cheesewright notes that attitudes toward sex, particularly the relationship between sex and technology, have changed radically over the past twenty years, regardless of generation. Cheesewright identifies three main areas of potential development: immersive technology, biomorphism, and long-distance relationships.

 

 

Virtual reality is rapidly growing in adult content, and mixed reality, like smart glasses, could revolutionize how we live and relate to each other, offering more interactive and realistic experiences. Biomorphism refers to the evolution of sex robotics toward more natural and organic designs, while long-distance relationships could benefit from technologies that create shared and secure virtual environments, bringing distant partners closer. The increasing integration of technology into everyday life could redefine intimacy and emotional experiences, creating a new balance between technology and human contact. Cheesewright emphasizes the need to address ethical considerations and social impacts of emerging technologies, such as isolation, unrealistic expectations, and robot rights. While, as with any progress, there are risks, technology also offers new opportunities for connection and experiences. Proper regulation and education could help establish new balances and social norms in the future of sexuality.