The concept for gender-fluid period products and for more inclusive language is crucial—especially since non-binary folks often have their needs unmet both by brands, as well as the healthcare sector. Callaly is a brand that has "always been committed to changing the story told by the period industry" and advocates for us to move "from period positivity to period honestly."
Callaly is emphasizing its gender-fluid period campaign, titled 'The Whole Bloody Truth,' and is advocating the use of "period care" instead of "femcare". The brand is inviting a platform that centers on untold stories of individuals who have been further marginalized by this industry. Furthermore, in a concise blog post, Callaly outlines four problems in this space that spotlight narrow-minded media and advertising, common language, the dominion of cis white men, and large corporations in the industry.
Gender-Fluid Period Campaigns
Callaly Advocates for Inclusivity in the a Female-Dominated Market
Trend Themes
1. Gender-fluid Period Products - Brands that can design period products that are not gender-specific can appeal to a broader and more diverse customer base.
2. Inclusive Language Marketing - Businesses that use inclusive language marketing that is not gendered can expand their market reach beyond traditional gender norms.
3. Untold Stories Platform - Companies that support untold stories platforms and inclusive storytelling can build trust with marginalized communities and promote social justice.
Industry Implications
1. Feminine Hygiene - The feminine hygiene industry can create and promote gender-neutral products and inclusive language marketing strategies that resonate with non-binary customers.
2. Advertising - The advertising industry can support and amplify campaigns that promote gender-fluid products, inclusive language and untold stories to create more inclusive narratives.
3. Technology - Technology companies can create apps and digital tools to help non-binary individuals track their menstrual cycles and access gender-neutral period products and information.