Friday, 12 May 2023
Younger generations want to talk more openly about periods but they aren’t being supported by leading period product brands.
Research by experts at the University of Nottingham and health communications agency Thrive: Words that change lives has found that Gen Z people (born 1997-2012) are far more open about menstrual health than Millennials (born 1981-1996). However, they still report feeling emotionally unprepared for starting their periods. Many said that their periods started unexpectedly and that their schools contributed to period taboos.
The research has been documented in a white paper called ‘On the Blob: Millennials vs Gen Zs talk menstrual health’. It details how different generations communicate about periods and how commercial brands are failing to address the issues and experiences of young women. The white paper also provides actionable recommendations to period product brands on how they can reach their audiences more effectively.
The research involved 10 focus groups – five with Gen Z women and five with Millennial women. The groups were run by health communication researchers from Thrive. Researchers from the University of Nottingham then analysed the language used by participants when discussing menstrual health, as well as online content from 14 well-known period product brands.
The research found:
- Openness about menstrual wellbeing and symptoms is increasing; younger women are much more likely to discuss their periods with friends. In fact, it binds their friendships closer.
- Some period products, particularly tampons, still engender fear among younger age groups.
- The impact of mood and stress-related menstrual symptoms on women’s everyday lives is not recognised.
- Women are still fed up with advertising that promotes unrealistic aspirations – they want brands to keep pace with cultural and social changes, to provide a wider view of what menstruating means.
- More support is needed for symptoms beyond pain, cramps and heavy flow. Women want space to talk about subjects including moodiness and irritability, their lack of sex drive and having to stop doing their usual activities.
- Further guidance is needed on menstrual health throughout different life stages. While there is plenty of good information on what’s normal, especially for younger women, women want to know how their menstrual health will change with age.
The research was carried out by Dr Emma McClaughlin, Research Fellow in Corpus Linguistics, and Svenja Adolphs, Professor in English Language and Linguistics at the University of Nottingham. The Thrive team included Gayatri Koshy and Francesca Thomas.
This work highlights the nuanced experiences of people who menstruate and the barriers to menstrual wellbeing and empowerment they may face at different life stages. Our recommendations will support brands to provide accurate, accessible, and age-appropriate information, which reflects the realities of managing menstruation for different age groups. By confronting the misconceptions, taboos and stigma that compromise menstrual health, this research ultimately contributes to closing the gender health gap.
Poor health literacy is a big contributor to the gender health gap in the UK. This piece of research has valuable lessons for health communicators on how to reach different generations of women with the information they need to engage more actively with their menstrual health. At the same time, the research also highlights the promising role commercial brands can have to destigmatise menstrual health and improve women’s health in general.
The UK’s gender health gap means women face a higher prevalence of illness, poorer health outcomes and restricted access to health services compared to men. This project, therefore, champions women’s health brands to bridge the gap and empower women to openly discuss their experiences and the issues they face.
Notes to editors:
About the University of Nottingham
Ranked 32 in Europe and 16th in the UK by the QS World University Rankings: Europe 2024, the University of Nottingham is a founding member of the Russell Group of research-intensive universities. Studying at the University of Nottingham is a life-changing experience, and we pride ourselves on unlocking the potential of our students. We have a pioneering spirit, expressed in the vision of our founder Sir Jesse Boot, which has seen us lead the way in establishing campuses in China and Malaysia - part of a globally connected network of education, research and industrial engagement.
Nottingham was crowned Sports University of the Year by The Times and Sunday Times Good University Guide 2024 ��� the third time it has been given the honour since 2018 – and by the Daily Mail University Guide 2024.
The university is among the best universities in the UK for the strength of our research, positioned seventh for research power in the UK according to REF 2021. The birthplace of discoveries such as MRI and ibuprofen, our innovations transform lives and tackle global problems such as sustainable food supplies, ending modern slavery, developing greener transport, and reducing reliance on fossil fuels.
The university is a major employer and industry partner - locally and globally - and our graduates are the second most targeted by the UK's top employers, according to The Graduate Market in 2022 report by High Fliers Research.
We lead the Universities for Nottingham initiative, in partnership with Nottingham Trent University, a pioneering collaboration between the city’s two world-class institutions to improve levels of prosperity, opportunity, sustainability, health and wellbeing for residents in the city and region we are proud to call home.
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