This episode contains content that is of a sexual nature. If that’s a thing that might bother you or you’re not quite in the right setting for it, then maybe skip this one for now. Sex sells. That’s nothing new, but how much? According to a 2021 report by Statista, the business of pleasure is thriving with recent projections of the global sex toy market expected to grow to about $52.7 billion US dollars by 2026, up from $28.64 billion in 2019. That growth, according to Johanna Rief, can be attributed to a handful of different factors, including culture, technology, and media. As the Head of Sexual Empowerment at WOW Tech Group (the parent company to a group of brands that develop and produce innovative, premium sex toys), Johanna has witnessed the explosive growth of the industry over the course of her career, which has provided her with a unique perspective into its future. From her vantage point, the dialogue around sex and sexuality is one that continues to evolve in tandem with the cultural norms and taboos of society. In many ways, they’re a reflection of what we value and where we stand on matters of politics, religion, business,  On today's episode, Johanna joins Lance to discuss her fascinating job, the growth of the industry, and what the business of sex toys can teach us about empowerment.