Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Open conversations about menstruation among Gen Zers signal a desire to end period stigma once and for all. But given the numerous entrenched taboos surrounding women’s health and bodies, how can brands help them change the narrative and make periods more equitable, sustainable, and shame-free?

To address the stigmas surrounding menstruation, Boots will stop using words like 'hygiene' or 'sanitary' to describe period products. With periods often spoken about negatively, recognising how language can challenge perceptions is a powerful way to resolve menstruation misconceptions.

Seeking to inspire Chinese women, influencer Alex's monthly series, ‘International Menstrual Report’, covers initiatives to advance gender equality and female representation around the world. Amid calls for gender equality, grassroots advocates are bringing more awareness to these conversations.

Rather than dreading the monthly bleed, a growing number of women are learning to work with their menstrual cycles, transforming their lives in the process. How could increased knowledge about the infradian rhythm and better health tech give women greater power over their bodies?