Welcome to our new column. We've teamed up with Adelaide Sexologist Jamie Bucirde to bring you a frank and sincere discussion about a subject that concerns us all: sex. No more, no less. Jamie will open the conversation and we hope you'll continue it by sending her your questions.

Hey there CityMag’ers, I hope you’re as excited as I am to be here. The pleasure is all mine. Or, if you’ll indulge me as your new resident Sexologist, it could be yours too. Mutual pleasure, we love to see it.

That’s right folks, I’m here to talk through the ever-changing and evolving landscape of human sexuality, answer your questions on love, sex, relationships & health, and empower you to prioritise your sexual well-being, time and time again.

Sexology is the scientific study of human sexuality. It’s an umbrella term encompassing many topics – including sexuality education, public health, lobbying and legislative reform, sex therapy and sexual health research.

Sexual health is the cornerstone of our well-being, and is essential for individuals, families, relationships and society as a whole. It is a necessary and integral part of our lives, regardless of your gender, sexual orientation, biological sex, religion or upbringing.

The culture of human sexuality is constantly evolving. In recent years, there has been a big shift in the acceptance of sexual diversity, normalising and celebrating pleasure, more accessible comprehensive sexuality education, medical research on sexual health and a demand for a more holistic approach to sexuality. There are more constructive conversations happening on pleasure, the use of correct anatomical words of genitalia (such as the misuse of the word vagina instead of vulva in schools and medical journals) and a highlighted importance on consent education, now mandated in the Australian school curriculum.

Welcome to the rise of sex.

When I say sex sells, I mean it. The global sexual wellness industry is one of the fastest growing markets in the world and is estimated to grow from $90.19 billion (2022) to $173.05 billion by 2030. Online marketplace Love the Sales found there was an increase of sex toy sales by 83 per cent from 2019 to 2020 (can anyone guess what people were getting up to during lockdown?).

This growth is a direct influence of changing attitudes towards sexual health and sexuality, and an increase in consumer demands for both products and services that support a fulfilling and healthy sex life. If lockdown did nothing else, it really showed us the importance of prioritising our sexual well-being and finding pleasure (and comfort) wherever we could access it.

Online platform OnlyFans was estimated to have a market value of $18 billion after users spent $4.8 billion on the site last year alone. The site’s most popular attraction? Sexually based content. OnlyFans changed the way we all engage with content, where we can now engage directly with creators to get the type of sexual content we want. If anything, it’s breaking down the fourth wall so we feel closer to these creators than ever before (Anyone else still waiting for Ryan Gosling’s OnlyFans account?).

Turn with me to sexuality education.

In the past 10 years, our society has performed a total 180 in terms of what constitutes adequate and comprehensive sexuality education – for all ages – children, adults and the elderly.

Oh yeah, old people still get freaky too. Did you know that STIs such as chlamydia, gonorrhoea and syphilis are increasing amongst older women in Australia at a higher rate than younger women? Or that elderly homes facilitate some of the highest exchanges of STIs?

Today, kids in school are getting taught so much more about sex than I ever was, and that wasn’t that long ago (I had my 10 year reunion this year, yikes).

We’re prioritising female and female identifying pleasure (louder for the back), equipping people with tools to have conversations around sexual health, consent and how to navigate relationships respectfully.

Imagine knowing exactly how to engage in a conversation about chlamydia when you first started having sex. It would’ve saved me from many awkward conversations and from receiving the anonymous sexual health “you’ve got an STI” text (has anyone else received one of those?).

These conversations should be completely shame-free, and as easy as ordering your $7.50 oat milk latte every morning.

My point? Sex has always ‘sold’, but it’s the way in which people are engaging with sex that has changed.

What used to be 1950s beer brands with naked women selling sex is now the nuances of sexuality and sexual diversity as the main drivers of sex selling.

The liberation of sexuality and diversity as something to be celebrated is a revolution. It means people worldwide, including Adelaide, can be having the best sex of their lives. Now, was that good for you?