Period brands are tapping activism in packaging and marketing materials
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can your brand bring awareness to an issue through its marketing tactics?
Trend Themes
1. 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.
2. 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.
3. 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
1. Feminine Care Products - Feminine care product companies can use activism in packaging and marketing to appeal to consumers who prioritize social and institutional change.
2. Government Policies - Companies and organizations can work towards disrupting the tampon tax through subversive innovation and policy advocacy.
3. 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.
