As Gen-Z becomes a dominant force in the marketplace, they’re challenging the period care industry to evolve. With a focus on inclusivity, mental health, and sustainability, they’re pushing brands to align with their values.
This generation is demanding period products that go beyond function, shaping new trends in design, transparency, and community-focused support. Here’s how Gen-Z’s consumer behavior is driving change in period care.
The Emotional and Mental Health Landscape
Although Gen-Z are vocal champions of community, inclusivity, and diversity progress, they still face significant individual mental health challenges. Less than 20% of older Gen-Z individuals report feeling “very happy,” and a staggering 61% have been diagnosed with anxiety. These figures underscore a broader issue affecting their well-being. For this generation, anxiety isn’t just mental; it can impact physical and hormonal health, with nearly 40% reporting stress or anxiety most of the time. This is particularly relevant in period care, as anxiety is often linked to hormonal imbalances.
The Menstrual Journey and Gen-Z’s Long-Term Influence
Many Gen-Z individuals will menstruate for another 31 to 48 years. With nearly 98% of women who buy beauty products considering intimate care essential to their overall well-being, it’s clear that Gen-Z is seeking solutions that support both physical and mental health. However, a quarter of women aged 18-24 report feeling uncertain about which products to use for intimate care, adding to their stress.
Gen-Z, however, is rewriting the narrative around periods. They are 63% more willing to discuss menstruation and 20% more likely to openly address mental health compared to previous generations. This generation isn’t hiding behind euphemisms; they’re embracing the words “vagina,” “period,” and “menstrual care” with pride.
The Rise of Hormone Health Activism
Gen-Z’s activism is shaping the period care industry. With 70% increasing their spending on period care wellness products aligned with inclusivity and sustainability, and 50% prioritizing clinical effectiveness, it’s clear they value both natural and scientifically-backed solutions. Furthermore, 50% believe companies should take a stance on social issues, and 36% have boycotted a brand in the past year to support their values. This generation is vocal about wanting menstruation products that support their physical, emotional, and mental health and aren’t afraid to hold companies accountable. They want the best non-toxic period products.
Brands are responding by creating bold, unapologetic designs that resonate with Gen-Z’s values. Products are embracing high-contrast colors, vibrant reds and pinks, and straightforward messaging that destigmatizes menstruation. Period care brands like August lead the way, offering transparency in sourcing, effectiveness, and manufacturing.
Community Building and Digital Connectivity
Gen-Z’s desire for connection extends to their period care. Digital natives, they spend an average of seven hours a day on mobile devices, with 85% using social media to seek health and wellness information. Hashtags like #PeriodTok, with 2.8 billion views, show how platforms like TikTok foster communities where Gen-Z shares experiences and advice, breaking down taboos and promoting empowerment.
This generation’s activism and sense of community create a unique opportunity for brands. Gen-Z doesn’t just want products; they want brands that foster open dialogue, support, and education around hormone health.
They seek brands that align with their values, use bold designs and language, and empower them to take control of their health.
For brands entering the period care market, the message is clear: Gen-Z’s influence is immense, and they demand inclusivity, transparency, and support for their long-term physical and emotional health. The future of period care lies at the intersection of activism and community, where open conversations, sustainable solutions, and hormone health advocacy meet.
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FUTURE OF GEN-Z & REPRODUCTIVE HEALTH
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