# Menstrual Activist Period brands are tapping activism in packaging and marketing materials. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Mar 13, 2020 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/menstrual-activist ## Key Figures - Trend score: 2.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 22, 2018 to Feb 18, 2020 - Published: Mar 13, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Menstrual Activist trend ### 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. ### 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. ### 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. ## What the Menstrual Activist trend means for industry ### For 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 for Menstrual Activist Trend score 2.9 out of 10, from popularity 31%, activity 48%, freshness 9%. - Popularity: 31% - Activity: 48% - Freshness: 9% ## Examples of the Menstrual Activist trend 4 featured examples from Mar 22, 2018 to Feb 18, 2020. - [Charitable Eco-Friendly Sanitary Subscriptions](https://www.trendhunter.com/trends/kind-organic): Kind Organic Boasts the Fempowered Box for Wateraid (Category: Social Good) Implication: Disruptive innovation opportunity: Build an online platform that offers eco-friendly sanitary subscription boxes, catering to consumers' sustainability needs. - [Empowering Sanitary Napkins](https://www.trendhunter.com/trends/dont-hide-it-period): 'Don't Hide It. Period.' Starts Conversations on Feminine Care (Category: Lifestyle) Implication: Brands in the feminine care industry can embrace the conversation-starting packaging trend to empower women and create a unique brand identity. - [Menstrual Awareness Campaigns](https://www.trendhunter.com/trends/period-poverty-in-the-uk): Big Issue Partners with Hey Girls to Fight Period Poverty in the UK (Category: Social Good) Implication: 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… - [Book-Shaped Tampon Boxes](https://www.trendhunter.com/trends/tampon-book): The Tampon Book Shares Stories About Menstruation & Organic Tampons (Category: Lifestyle) Implication: Innovative ideas can emerge by rethinking the materials and methods used in the production of menstrual products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)