As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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?

In Japan, menstruation classes are becoming more commonplace across local schools and companies. As demand for honest conversations around taboo subjects increases, these initiatives are a space for people who menstruate to feel heard, while fostering greater understanding and empathy from others.

Spain has announced that it will be the first European country to introduce paid menstrual leave from work. The introduction of the landmark legislation positions women’s rights as a matter of priority at a time when they have come under increasing threat from established institutions.

People who menstruate want respect, autonomy, and innovation, and are rejecting the old customs surrounding reproductive health. How we talk about periods, menopause, non-traditional menstruating bodies, and fertility has evolved, and people are expecting brands to give them the tools to take charge of their reproductive wellbeing.