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Sustainable Pleasures (NDA - Patent-in-progress)

Part of

A revolutionary service and product in sexual pleasure

MA 2023
sustainability, modular, women's health, subscription, ownership

Our brand name is under a strict confidentiality agreement, thus we will use ‘Sustainable Pleasures’ below to represent our company. 

Our project is under a strict confidentiality agreement with Accenture Song who wishes to push our designs from conception to company. As a result of this partnership, the brand name, concepts, designs, prototypes, research and development, business plans, marketing strategies, and other proprietary information cannot be shared in the WIP Show 2023. 

Our service and product designs, which focus on the design and development of a new type of sex toy, have expanded the notion of sexual pleasure beyond traditional norms globally. The design of [NDA – brand name] revolutionizes the way we (society) think about sex toys, sexual pleasure, and communication around sex.


Our project has already garnered significant attention prior to the show from several investors, one including Accenture Song. Sustainable Pleasures has agreed to partner with Accenture Song to bring our product and service to life. As a result of this partnership, the designs and branding of [NDA – brand name] are now subject to a strict confidentiality agreement with Accenture Song.

Executive summary

Our study had explored finding future ways to integrate sustainability into the entertainment and leisure industry and our team specifically focused on the sexual pleasure industry to evaluate the potential of sustainable solutions in this field.


Our team explored a new approach to sex toy design, one that promotes mindful consumption and safe self-exploration, in order to unlock the full potential of sexual pleasure. The focus of this study is the development of a new product and service, [NDA-BRAND NAME].


The research process for this thesis was divided into two parts: initial design research and further design research.

  • The initial design research was conducted through a combination of secondary market research, primary user surveys, user interviews, stakeholder interviews, and expert interviews.
  • These research methods were used to understand the current market, user needs, and pain points in the sex toy industry.
  • The research findings were then used to develop four paradoxical archetypes, which served as the foundation for the ideation process.


The study concludes that there is a significant potential for this new approach to sex toy design, and that "[NDA-BRAND NAME]" has the potential to disrupt the current market and make a positive impact on the industry.


Self-pleasure is maybe one of the most universal and personal topics, touching millions of women on the planet, yet it is disconnected from the discussion of environmental sustainability. Our study revealed that on a macro-level, the sex industry as a whole has barely recognized its environmental responsibility and potential. At the same time, sexual pleasure for women is a loaded and often stigmatised topic, making it unnecessarily difficult to discuss openly and experience personally.

The sex industry has accumulated 222 million tonnes of waste. Without product and especially service innovation, this number will continue to rise steadily, putting an ever growing stress on our already affected ecological system.

Women make up half the global population and have a huge impact on our economy and the younger generations. Our outdated sexual health curriculum deprioritizes female sexuality and fails to address the internalized shame of female pleasure. Strengthening women in their personality, self-awareness and sexuality, ultimately means strengthening the future of mankind.


The sex toy industry, despite its increasing popularity and growth, has been found to be highly unsustainable in various aspects. Through extensive research, we have identified key areas of unsustainability in the manufacturing, selling, purchasing, and disposing of sex toys. 

  1. PAIN 1: Manufacturing, the use of toxic materials and lack of regulations have been identified as major issues. Many sex toys are made from materials that are not biodegradable and can release harmful chemicals, contributing to pollution and environmental degradation. 
  2. PAIN 2: There are a lack of regulations in place to ensure the safety and sustainability of the materials used in the production of sex toys. 
  3. PAIN 3: Selling,  we found that the insufficient and below professional level education provided to both the sellers and buyers, in addition to “clever” marketing techniques has led to a lack of understanding and knowledge about the products. This can result in consumers making uninformed and potentially harmful purchasing decisions.
  4. PAIN 4: Purchasing, the trial-and-error process of exploring and purchasing sex toys, in addition to the mindless consumption of these products, has resulted in a high rate of waste and unnecessary use of resources. 
  5. PAIN 5: Recycling / Disposing, globally, there are non-existent recycling processes for these products, resulting in their accumulation in landfills, further contributing to environmental degradation. 

These findings highlight the urgent need for the sex toy industry to address these issues and take steps towards sustainability in order to ensure the well-being of both women and the planet.

Insights & Develop

Our project is under a strict confidentiality agreement with Accenture Song who wishes to push our designs from conception to company. As a result of this partnership, the brand name, concepts, designs, prototypes, research and development, business plans, marketing strategies, and other proprietary information cannot be shared in the WIP Show 2023.


It is expected that the Sustainable Pleasures team will make a significant impact in the industry, with our innovative designs and industry partnerships positioning them as leaders in the field.

So, with us, imagine 2050. The sex toy industry has undergone a significant transformation, with a greater emphasis on sustainability, inclusivity, and accessibility. Companies like ours [NDA-brand name] have led the charge in the 21st century sexual movement, through their innovative designs and holistic approach to sexual pleasure.

As a result of [NDA-brand name] groundbreaking work, the notion of sexual pleasure has expanded beyond traditional norms globally, and the sex industry has become more inclusive of different body types, abilities, and orientations. The use of medical-grade materials and the focus on professional education and holistic wellness have helped to destigmatize and demystify the topic of sexual pleasure.

The design of the Sustainable Pleasures has also revolutionised the way we (society) think about sex toys, sexual pleasure, and communication around sex. 

Sustainable Pleasures has also helped to make sexual pleasure more accessible, with its range of personalization options and offline sexual wellness studios/concept and stores/collaboration. These spaces provide a safe and inclusive environment for people to explore and discover their preferences, as well as access professional education and guidance.

In 2050, Sustainable Pleasures has led to a society that is more open and accepting of different sexual preferences and identities, and where sexual pleasure is viewed as a vital aspect of overall wellness. Sustainable Pleasures has become a symbol of the new era of sexual pleasure, one that prioritises sustainability, inclusivity, and accessibility.


We would like to take this moment and express our gratitude towards the people that helped us to create, shape and guide this project. We would like to give special thank you to Rachael Quarmby for lighting the spark in our minds with an off-hand comment and pushing us to pursue a project that really connects with us. We want to thank Rachael Quarmby, Oliver Pattenden and Ollie Greenwood for their valuable feedback and help throughout the project. We want to thank our tutors, Richard Atkinson and Emily Boxall for guiding our design process and pushing us further in our aspirations for this project. To Carolyn Runcie and Clive Grinyer thank you for believing in us and supporting our project unwaveringly despite public hesitation. We would also like to express our immense gratitude towards all our survey and interview participants for their vulnerability, inspirational openness, and fueling this project with their experiences.

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