Category
Lifestyle
Assisted Choices
Trend cluster
Category
Reclaimed
Language
Brands are empowering women to "take back" words that were previously taboo.
5.1
Trend score
Trend
What is the Reclaimed Language trend?
Reclaimed Language: Brands are launching new campaigns to spur conversations about women's sexuality and highlight the importance of destigmatizing sexual discomfort. These initiatives focus on reclaiming words like "pubic" and "moist" that many felt uncomfortable saying aloud.
Insight
The consumer insight behind the Reclaimed Language trend
Women's health has long been ignored in mainstream discources, and their sexual health, reproductive functions and sexual desires have often been overlooked because of this. Many are no longer standing for these oppressive tendencies and are advocating for an open, de-stigmatized appraoch to the representaiton of female health in media and advertising. These informed consumers demand that the brands they brands support actively fight for this representation.
Trend themes
Themes within the Reclaimed Language trend
Three behaviours holding the trend together01
Destigmatizing Female Sexuality
Brands are taking a stand to destigmatize the representation of female health in media and advertising, inspiring a demand for more progressive advertising that promotes sex-positive discourse.
02
Normalizing Female Body Hair
Female razor brands are breaking the taboo of body hair and illuminating the importance of self-acceptance through advertising showcasing body hair as natural, normal, and beautiful.
03
Fighting Period Stigma
Brands are challenging the long-standing taboo surrounding menstruation by launching campaigns and products that aim to combat period stigma, create period equity, and increase visibility of menstrual wellbeing.
Industry implications
What the Reclaimed Language trend means for industry
Where the trend changes the playbookFor
Advertising & Marketing
Advertising and marketing professionals can take note of the growing demand for more progressive, socially-conscious campaigns that empower historically underserved groups.
For
Women's Health & Wellness
Health and wellness professionals can learn from the destigmatizing campaigns and products being launched to support women's health and wellness.
For
Period Equity Advocacy
Humanitarian organizations and period equity focused businesses can take note of the innovative campaigns being launched by women's wellness brands and follow suit with inventive solutions to support people who menstruate.
Workshop question
How can your brand rethink its gender support equality?
Trend signals
Trend signals for Reclaimed Language
Trend score 5.1 out of 10, from popularity 72%, activity 70%, freshness 12%.
Popularity72%
Activity70%
Freshness12%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Reclaimed Language trend
10 featured examples from Jun 26, 2019 to Jul 26, 2022CategoryLifestyle
Uterus-Shaped Cereals
Period Crunch by Intimina Sparks Conversations About Menstrual Matters
Opportunities for creative product design and packaging that educate the public about important health issues.
CategoryNaughty
Stigma-Breaking Sex Emojis
LELO Submitted an Application to Introduce a Sex Emoji to Unicode
The sexual wellness industry can benefit from embracing sex-positive messaging and creating more inclusive digital resources for sexual exploration.
CategoryMarketing
Empowering Body Hair Campaigns
Billie Recently Launched a New Campaign on Body Hair
This industry can adopt the trend by developing new products, services, and marketing communication plans that promote body hair acceptance and awareness, setting new societal nor…
CategoryMarketing
Female Facial Hair Ads
Billie's Movember Ad Reminds That "Women Have Moustaches Too"
Opportunity for companies to innovate with product lines that cater to diverse beauty needs and challenge societal beauty norms.
CategoryLifestyle
Gen Z Period Campaigns
The Kt by Knix and PERIOD. Campaign Fights Stigmas & More
Opportunity for feminine hygiene companies to move beyond traditional messaging and products and embrace period positivity and charitable initiatives.
CategoryFashion
Women-Empowering Razor-Brand Campaigns
Venus Announces its 'Vulva Appreciation Day' Campaign
Brands can take inspiration from Venus' campaign and launch their own body-positive and education-led initiatives in the beauty and personal care industry.
CategoryMarketing
Branded Pubic Hair Songs
'The Pube Song' from Venus Aims to Decrease the Stigma Around Pubic Hair
Personal care companies can leverage this trend to create individualized grooming product lines that cater to different types of hair, skin tones and conditions.
CategoryMarketing
Sex-Positive Lube Ads
Havas London and Durex Collaborated on a Campaign Directed at Women
The destigmatization of sexual discomfort opens up disruptive innovation opportunities in the sexual health industry, such as new lubricant products and sexual wellness technologi…
CategoryNaughty
Disruptive Razor Campaigns
Billie's 'Red, White, and You Do You' Reminds That Shaving is a Choice
Razor brands can disrupt the market by creating products and campaigns that prioritize inclusivity and body positivity.
CategorySocial Good
Honest Menstruation Campaigns
Bloody Good Period's Music Video Fights Period Shame
Feminine hygiene product companies can collaborate with menstrual equity campaigns and promote period-inclusive workplaces to improve health outcomes and end period poverty.
