Category
Lifestyle
Assisted Choices
Trend cluster
Category
Menstrual
Activist
Period brands are tapping activism in packaging and marketing materials.
2.9
Trend score
Trend
What is the Menstrual Activist trend?
Menstrual Activist: Many menstrual brands are opting in for powerful packaging and marketing designs that encourage awareness. Predominantly, these products are delivered with strong messages that empower consumers and place the focus on important issues like period poverty or period shaming, facilitating further discourse on social and higher levels.
Insight
The consumer insight behind the Menstrual Activist trend
As equality is a major pillar of contemporary society, consumers emphasize it continuously and across all social spaces—whether it is in the private or commercial sphere. Seeing an opportunity to be activists through their consumption habits, many choose to opt-in for products that push a meaningful message forward, with the hopes of initiating change not only on the social but also on the institutional level.
Trend themes
Themes within the Menstrual Activist trend
Three behaviours holding the trend together01
Activism in Packaging and Marketing
Menstrual brands are using bold messaging and empowering packaging to encourage awareness and facilitate further discourse on social and higher levels.
02
Subversive Innovation for Disrupting Tax Rate
The Tampon Book by Female Company offers tampons and stories about menstruation in a book-shaped box to take advantage of the lower tax rate for books in Europe and combat the tampon tax.
03
Charitable Eco-Friendly Subscription Service
Kind Organic's Fempowered subscription box offers eco-friendly menstrual products and donates all proceeds to WaterAid, disrupting the traditional subscription service model and providing a way to make a positive impact through consumer habits.
Industry implications
What the Menstrual Activist trend means for industry
Where the trend changes the playbookFor
Feminine Care Products
Feminine care product companies can use activism in packaging and marketing to appeal to consumers who prioritize social and institutional change.
For
Government Policies
Companies and organizations can work towards disrupting the tampon tax through subversive innovation and policy advocacy.
For
Subscription Services
Subscription service companies can disrupt the traditional business model by offering a charitable aspect and eco-friendly products as Kind Organic did with their Fempowered box.
Workshop question
How can your brand bring awareness to an issue through its marketing tactics?
Trend signals
Trend signals for Menstrual Activist
Trend score 2.9 out of 10, from popularity 31%, activity 48%, freshness 9%.
Popularity31%
Activity48%
Freshness9%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Menstrual Activist trend
4 featured examples from Mar 22, 2018 to Feb 18, 2020CategorySocial Good
Charitable Eco-Friendly Sanitary Subscriptions
Kind Organic Boasts the Fempowered Box for Wateraid
Disruptive innovation opportunity: Build an online platform that offers eco-friendly sanitary subscription boxes, catering to consumers' sustainability needs.
CategoryLifestyle
Empowering Sanitary Napkins
'Don't Hide It. Period.' Starts Conversations on Feminine Care
Brands in the feminine care industry can embrace the conversation-starting packaging trend to empower women and create a unique brand identity.
CategorySocial Good
Menstrual Awareness Campaigns
Big Issue Partners with Hey Girls to Fight Period Poverty in the UK
Recent statistics on period poverty present a compelling opportunity for the feminine hygiene industry to create more affordable and accessible menstrual products to help combat p…
CategoryLifestyle
Book-Shaped Tampon Boxes
The Tampon Book Shares Stories About Menstruation & Organic Tampons
Innovative ideas can emerge by rethinking the materials and methods used in the production of menstrual products.
