Abstract
The traditional male – female double standard continues to dominate sexual roles and sexual behaviour across cultures, even though there is no theoretical or empirical support for this model. In fact, there is increasing evidence of more similarities than differences between women and men, including sexual capacities, response, and values. The equity model of sexuality provides guidelines by which couples can successfully navigate and negotiate the similarities and differences between male and female sexual behaviour, roles and values. This model has the potential to enhance sexual behaviour and satisfaction for males, females, marriages and the culture.