Between stereotyping and empowerment: Unwrapping social justice messaging in contemporary menstrual product advertising

Menstrual product brands are increasingly relying on social justice messaging. Whereas previous studies have discussed the proliferation of harmful menstrual stereotypes through the intertwined imperatives of hygiene, femininity, and concealment expressed in traditional menstrual advertisements, our study aims to deconstruct the role social justice messaging plays in challenging menstrual stereotypes, empowering menstruators, and ensuring inclusivity in contemporary advertising. Drawing on a content analysis of 175 advertisements across six emergent menstrual product brands and 22 in-depth interviews with menstrual activists and brand representatives, our study seeks to understand how representations of menstruation in menstrual product advertisements have evolved. We analyze these ads through the lens of companies’ responsibility to respect human rights, which requires companies to avoid perpetuating harmful gender stereotypes and discriminatory social norms. Therefore, we pay particular attention to whether, how, and for whom advertisements challenge entrenched stereotypes. We found that brands continue to promote an image of empowerment contingent on products. Although they have incorporated activist language in their advertisements, these additions remain limited and obfuscate the less glamorous aspects of social justice.