On the Blob: Millennials vs Gen Zs talk menstrual health

We teamed up with linguists from the University of Nottingham to explore the language used by Gen Z and Millennial women when they talk about menstruation. Then we compared it to the language used by period product brands in their communications. The results expose stark differences and surprising similarities, how period shaming still slips through and highlights the opportunities for brands.

From habits and emotions to brand loyalty, menstrual health is a deeply personal and emotive topic. There were significant differences between Millennial and Gen Z women, but both told us:

Why period brands focus on the wrong things.

Which menstrual symptoms don’t get the spotlight they deserve.

The monthly essentials they can’t live without.

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Ending the period taboo, one sentence at a time.

When it comes to talking about periods, the right words can change the conversation. Read Thrive’s latest white paper: On the Blob: Millennials vs Gen Zs talk menstrual health, to discover why women:

Think brands focus too much on physical symptoms and ignore the wider emotional and hormonal impact of periods.

Believe brands really don’t understand what they go through during their periods.

Find many period brand campaigns to be unrealistic, annoying and uninformative.

Let’s drop the

taboo, period

Let’s drop the

taboo, period

Ending the period taboo, one sentence at a time.

We teamed up with linguists from the University of Nottingham to explore the language used by Gen Z and Millennial women when they talk about menstruation. Then we compared it to the language used by period product brands in their communications. The results expose stark differences and surprising similarities, how period shaming still slips through and highlights the opportunities for brands.