sign in sign up
<<
Home , Taboo

GLOBAL V TABOO TRACKER 2020 OVERVIEW GLOBAL V TABOO TRACKER

We are committed to creating a world where women can live the life BY SHOWING PERIOD BLOOD FOR they want by breaking NOW THE FIRST TIME, WE WANTED the taboos that can hold TO NORMALISE PERIODS We’ve created the Global V Taboo Tracker to help them back. women break free from the V-Zone* discrimination But we know this is no that can bring shame, pressure and embarrassment small task, discrimination to their daily lives. in our societies is endemic BY SHOWING SINGING and embedded. We are listening to the experiences of taboos to drive

We won’t stop until taboos VULVAS, WE WANTED TO HELP institutional change across the world, tracking and have been challenged, WOMEN UNDERSTAND THAT representing their experiences in an open and honest understood and accepted THEY NEEDN’T BE ASHAMED way, enabling cultural changes. by societ y. OF THEIR INTIMATE AREAS. The Global V Taboo Tracker is a long-term

commitment that will inform, inspire and help positively

impact the conversation around women’s V-Zone.

BY SHOWING WOMEN’S EXPERIENCES, * The V-Zone is what we use to describe the and WE WANTED TO GIVE A VOICE TO THE vulva and the V-shaped front you can see. Everything UNSEEN, UNSPOKEN AND UNKNOWN inside your pants, that’s the V-zone. TRUTHS ABOUT WOMEN’S BODIES.

2020 & BENCHMARKING GLOBAL V TABOO TRACKER

METHODOLOGY

Based on the strategic women across seven knowledge and framework markets: the U.K., France, developed by Kitchen8 Mexico, Argentina, Russia, to understand the nature China, and Malaysia. of V-Zone taboos and The was fielded how they affect women between January 15th, 2020 worldwide, Ketchum and January 23rd, 2020. Analytics conducted an The margin of error at a 95% online survey among a confidence level is +/- .83%. total of 14,089 men and

BENCHMARKING

For this research we conducted secondary research and identified the benchmark at which affect everyone in the a topic or action is same way. Our ambition is to shine generally considered a For us, if even one woman a light on these important taboo is 20%, or one in five. feels stigma or shame issues and to not stop However, we understand towards an issue, that’s until all taboos have that taboos do not always one woman too many. been tackled.

2020 THE TOP FIVE TABOOS PERPETUATED BY BOTH WOMEN & MEN GLOBAL V TABOO TRACKER

While 66% of women say THE TOP TABOOS THAT MEN & WOMEN that periods are being EQUALLY PERPETUATE: portrayed in adverts in a more normalised way, they are just as likely WOMEN SHOULDN’T PERIOD PAIN IS JUST WOMEN SHOULDN’T as men to hold taboos HAVE SEX DURING SOMETHING WOMEN HAVE SEX DURING THEIR THEIR PERIOD BECUASE HAVE TO DEAL WITH PERIOD BECAUSE surrounding menstruation. IT’S UNHYGENIC IT’S GROSS

Moreover, a third of women and men both believe vaginal discharge is gross and further 54% 52% 51% 52% 45% 43% perpetuate taboos OF WOMEN AGREE OF MEN AGREE OF WOMEN AGREE OF MEN AGREE OF WOMEN AGREE OF MEN AGREE surrounding women’s intimate area.

WOMEN WHO HAVE SEX VAGINAL DISCHARGE WHEN ON THEIR PERIOD IS GROSS ARE LOOSE SEXUALLY

NOTES: 33% 32% 29% 33% Agree: % selecting somewhat or completely agree OF WOMEN AGREE OF MEN AGREE OF WOMEN AGREE OF MEN AGREE BASE: Q: To what extent do you personally agree with the following statements? All women: n =7,055 Q: Indicate your level of agreement regarding current efforts in your country to improve perceptions of women’s intimate areas? All men: n =7,034

2020 THE TOP TABOOS HELD BY WOMEN AGAINST WOMEN GLOBAL V TABOO TRACKER

In an ideal world, THE TOP TABOOS THAT WOMEN ARE FUELING: women and men would both abandon societal conventions about womanhood.

However, there are instances where women continue to perpetuate 54% taboos against themselves. OF WOMEN AGREE Although women hold these taboos, men THAT WOMEN SHOULDN’T 45% HAVE SEX DURING THEIR continue to perpetuate OF WOMEN AGREE PERIOD BECAUSE IT’S the stigma. UNHYGIENIC THAT WOMEN SHOULDN’T HAVE SEX DURING THEIR PERIOD BECAUSE IT’S GROSS

NOTES: Agree: % selecting somewhat or completely agree BASE: Q: To what extent do you personally agree with the following statements? All women: n =7,055

2020 THE TOP TABOOS HELD BY MEN AGAINST WOMEN GLOBAL V TABOO TRACKER

In an ideal world, THE TOP TABOOS THAT MEN ARE FUELING: women and men would both abandon societal conventions about womanhood. 52% OF MEN 51% OF MEN 43% OF MEN There are several instances where men hold these SAY WOMEN SHOULDN'T AGREE IT IS AGREE THAT WOMEN

stigmatizing views, with HAVE SEX DURING EMBARRASSING FOR WOMEN SHOULDN’T HAVE SEX menstruation featured THEIR PERIOD BECAUSE TO TALK ABOUT THEIR DURING THEIR PERIOD in three of the top five IT’S UNHYGIENIC INTIMATE AREA OPENLY BECAUSE IT’S GROSS taboos men perpetuate against women.

51% OF MEN 32% OF MEN

AGREE IT IS EMBARRASSING AGREE IF A WOMAN

FOR WOMEN TO HAS AN ABORTION,

TALK ABOUT THEIR SHE SHOULD BE

MENSTRUATION OPENLY ASHAMED OF HERSELF

NOTES: Agree: % selecting somewhat or completely agree BASE: Q: To what extent do you personally agree with the following statements? All men: n =7,03 4

2020 SHAME AND EMBARRASSMENT ABOUT THEIR INTIMATE AREA PERSISTS AS A TABOO FOR WOMEN GLOBAL V TABOO TRACKER

Women’s intimate area THE TOP TABOOS AMONG WOMEN RELATED causes the most shame TO THEIR INTIMATE AREA: and embarrassment for women.

One in two women find the subject embarrassing to discuss, with one in five women reporting feelings of shame attached to their 21% 51% OF WOMEN intimate area. OF WOMEN say they have been say it is embarrassing for 22% shamed by their partner a woman to talk openly for the way their intimate about her intimate area OF WOMEN area looks or smells say they have felt the need to apologise for the way their intimate area looks or smells when being with a partner

NOTES: Agree: % selecting somewhat or completely agree BASE: Q: To what extent do you personally agree with the following statements? All women: n = 7,055

2020 GLOBAL V TABOO TRACKER

A QUARTER OF WOMEN 39% THE TOPICS WOMEN 38% SAY THEY HAVE NEVER SAY THEY HAVE NEVER DISCUSSED THEIR DISCUSSED WITH ANYONE INTIMATE AREA OR SEXUAL PLEASURE WITH ANYONE 26% 26% 25% There are some areas of a woman’s physical and emotional wellbeing that 21% 21% she doesn’t share with anyone.

A quarter of women have never discussed their own sexual pleasure and intimate area, % 13 % % 10 10 % more so than money/salary. 9 8%

NOTES: Q: Which of these have you ever discussed with... SEXUAL IDENTITY GENDER IDENTITY GENDER EQUALITY SEXUAL PLEASURE AREAINTIMATE HEALTH MENTAL PERSONAL HYGIENE CHILDREN HAVING MENSTRUATION MARRIAGE/RELATIONSHIPS MONEY/SALARY LIFESTYLEHEALTHY HABITS BASE: All women: n = 7,055

2020 GLOBAL V TABOO TRACKER

OVER A THIRD OF MEN 38% THE TOPICS MEN S AY % 37 % HAVE NEVER DISCUSSED 36 THEY HAVE NEVER MENSTRUATION WITH DISCUSSED WITH ANYONE ANYONE, MORE THAN THEIR OWN MENTAL HEALTH 28% 26% 25% There are some topics men do not share with anyone. 22% % Over a third of men have never discussed 21 menstruation with anyone, even more % so than their mental health or 16 14% % having children. 11 10%

NOTES: Q: Which of these have you ever discussed with... MENSTRUATION GENDER IDENTITY SEXUAL IDENTITY GENDER EQUALITY AREA INTIMATE YOUR HEALTH MENTAL PERSONAL HYGIENE SEXUAL PLEASURE CHILDREN HAVING MARRIAGE/RELATIONSHIPS LIFESTYLEHEALTHY HABITS MONEY/SALARY BASE: All men: n = 7,034

2020 ONLY TWO IN FIVE COUPLES HAVE DISCUSSED MENSTRUATION OR HER INTIMATE AREA GLOBAL V TABOO TRACKER

Despite most women and ATTITUDES TO PERIOD PAIN: men saying that women should feel comfortable discussing period pain with others, this topic remains 71% OF WOMEN 87% OF WOMEN so taboo that only two in & 59% OF MEN & 77% OF MEN five women say they have discussed menstruation AGREE THAT WOMEN SHOULD AGREE THAT WOMEN SHOULD with their partner. FEEL COMFORTABLE TALKING FEEL COMFORTABLE GOING TO Likewise, only 43% of TO OTHERS ABOUT HOW THEIR DOCTOR IF THEIR PERIOD women say they have talked about their intimate PAINFUL THEIR PERIOD IS PAIN BECOMES UNBEARABLE area with their partner and only 56% have discussed sexual pleasure with KEY TOPICS WOMEN SAY THEY HAVE DISCUSSED WITH THEIR PARTNER/SPOUSE: their partner.

SEXUAL HER INTIMATE NEARLY HALF PLEASURE AREA OF WOMEN HAVE NEVER DISCUSSED THEIR MENSTRUATION WITH THEIR PARTNER

NOTES: 56% 43% BASE: Agree: % selecting somewhat or completely agree All women: n =7,055 Q: To what extent do you personally agree with the following statements? All men: n =7,034

2020 TABOOS AROUND MENOPAUSE GLOBAL V TABOO TRACKER

Taboos around TWO-FIFTHS OF WOMEN BELIEVE THAT SOCIETY SEES menopause and ageing WOMEN WHO HAVE ENTERED MENOPAUSE AS OLD are present globally.

Compared to men, women more often show more positive attitudes towards older women. OLDER WOMEN SHOULD FEEL COMFORTABLE TALKING ABOUT THEIR PERIODS However, women also OR MENOPAUSE IF A WOMAN IS WHEN A WOMAN perpetuate menopause EXPERIENCING MENOPAUSE, ENTERS MENOPAUSE, and ageing taboos as they SHE HAS LOST HER PEOPLE START TO FEMININITY SEE HER AS OLD are more likely than men to believe society sees those who have entered 71% 57% menopause as old. OF WOMEN AGREE OF MEN AGREE 75% 61% 42% 35% OF WOMEN OF MEN DISAGREE OF WOMEN AGREE OF MEN AGREE DISAGREE

NOTES: BASE: Agree: % selecting somewhat or completely agree All women: n =7,055 Q: To what extent do you personally agree with the following statements? All men: n =7,034

2020 AREAS OF IN 2020 GLOBAL V TABOO TRACKER

Globally, women face taboos every day.

However, the current WOMEN SHOULD NOT FEEL WOMEN HAVE WOMEN’S EQUALITY landscape showcases areas ASHAMED FOR WANTING BECOME MORE HAS COME MORE INTO of hope and progress as TO EXPERIENCE PLEASURE women are embracing DURING SEXUAL INTERCOURSE BODY POSITIVE FOCUS CULTURALLY themselves and their bodies as well as seeing periods being portrayed 84% 72% 70% in adverts in a more OF WOMEN AGREE OF WOMEN AGREE OF WOMEN AGREE normalised way.

PERIODS ARE BEING ATTITUDES TO WOMEN’S

PORTRAYED IN INTIMATE AREAS ARE

ADVERTS IN A MORE BECOMING MORE POSITIVE

NORMALISED WAY IN YOUR COUNTRY 66% 52% NOTES: OF WOMEN AGREE OF WOMEN AGREE Agree: % selecting somewhat or completely agree Q: To what extent do you personally agree with the following statements? Q: Are attitudes about women’s intimate areas becoming more or less positive in your country? BASE: Q: Indicate your level of agreement regarding current efforts in your country to improve perceptions of women’s intimate areas? All women: n = 7,055

2020 MARKET COMPARISONS TABOOS SURROUNDING PERIODS PERSIST GLOBALLY GLOBAL V TABOO TRACKER

Latin American markets 52% GLOBALLY 53% GLOBALLY and portions of European SAY THAT PERIOD PAIN IS JUST SOMETHING SAY THAT WOMEN SHOULDN’T HAVE SEX DURING WOMEN HAVE TO DEAL WITH THEIR PERIOD BECAUSE IT’S UNHYGIENIC markets are more likely to hold taboos regarding period pain, while Asian markets are more likely to hold toward period sex, deeming 51% 60% 81% 80% OF RUSSIANS OF MEXICANS OF CHINESE OF MALAYSIANS it unhygienic. AGREE AGREE AGREE AGREE

24% G LO B A L LY SAY THEY’VE NEVER DISCUSSED MENSTRUATION WITH ANYONE 58% 47% OF ARGENTINES OF BRITISH AGREE AGREE 30% 28% NOTES: OF RUSSIANS OF FRENCH AGREE AGREE Agree: % selecting somewhat or completely agree Q: To what extent do you personally agree with the following statements? Q: Are attitudes about women’s intimate BASE: areas becoming more or less positive in Total (men and women): n = 14,089 Total Malaysia (men and women): 2,004 your country? Total Argentina (men and women): 2,017 Total Mexico (men and women): 2,002 Q: Indicate your level of agreement regarding current efforts in your country to improve Total China (men and women): 2,002 Total UK (men and women): 2,003 perceptions of women’s intimate areas? Total France (men and women): 2,006 Total Russia (men and women): 2,055

2020 A REGIONAL DIVIDE EXISTS RELATED TO AGEING AND MENOPAUSE TABOOS GLOBAL V TABOO TRACKER

Latin American markets and the UK are more accepting of older women speaking openly about their period or menopause. 75% 77% 71% OF ARGENTINES OF MEXICANS OF BRITISH AGREE AGREE AGREE

64% GLOBALLY AGREE THAT OLDER WOMEN SHOULD FEEL COMFORTABLE TALKING ABOUT THEIR PERIODS OR MENOPAUSE

51% 61% 46% 28% OF RUSSIANS OF MALAYSIANS OF CHINESE OF FRENCH AGREE AGREE AGREE AGREE

BASE: Total (men and women): n = 14,089 Total Malaysia (men and women): 2,004 NOTES: Total Argentina (men and women): 2,017 Total Mexico (men and women): 2,002 Agree: % selecting somewhat or completely agree Total China (men and women): 2,002 Total UK (men and women): 2,003 Q: To what extent do you personally agree with the following statements? Total France (men and women): 2,006 Total Russia (men and women): 2,055

2020 SHAME AND SILENCE DRIVE VULVA AND VAGINA TABOOS GLOBAL V TABOO TRACKER

European markets keep 26% GLOBALLY silent about their intimate s AY THAT THEY HAVE NEVER DISCUSSED THEIR INTIMATE AREA WITH ANYONE area while shame and prejudice is driven by Latin American and 51% GLOBALLY Asian markets. GLOBALLY THAT IT IS EMBARRASSING FOR WOMEN TO TALK ABOUT THEIR INTIMATE AREA OPENLY 34% 31% OF FRENCH OF BRITISH AGREE AGREE 66% 65% OF CHINESE OF MEXICANS AGREE AGREE 30% 30% OF RUSSIANS OF CHINESE AGREE AGREE

NOTES: BASE: Agree: % selecting somewhat or completely agree Total (men and women): n = 14,089 Total Malaysia (men and women): 2,004 Q: To what extent do you personally agree with the Total Argentina (men and women): 2,017 Total Mexico (men and women): 2,002 following statements? Total China (men and women): 2,002 Total UK (men and women): 2,003 Q: Which of these have you ever discussed with... Total France (men and women): 2,006 Total Russia (men and women): 2,055

2020 KEY TABOOS BY THEMES FROM THE GVTT KEY TOPICS THAT THE GVTT IS UNCOVERING AROUND V-ZONE TABOOS GLOBAL V TABOO TRACKER

The Global V Taboo Tracker found five key topics that drove taboos surrounding the V-Zone. PERIODS FERTILITY AND FEMALE AND PERIOD PLEASURE CHOICE PAIN

VULVA AGEING AND AND VAGINA MENOPAUSE PERIOD AND PERIOD PAIN RELATED TABOOS GLOBAL V TABOO TRACKER

Although periods are a PERIODS PERIOD PAIN part of women’s lived experience, only two in five women have discussed them with their partner. ONLY 52% Moreover, women OF MEN experiencing period pain is an accepted 40% 51% OF WOMEN for both women and OF WOMEN

men globally. HAVE DISCUSSED THINK THAT PERIOD PAIN IS MENSTRUATION WITH JUST SOMETHING WOMEN THEIR PARTNER HAVE TO DEAL WITH

19% 66% OF MEN OF WOMEN 16% OF WOMEN AGREE PERIODS ARE NOTES: THINK THAT WOMEN BEING PORTRAYED IN Agree: % selecting somewhat or completely agree SHOULDN’T COMPLAIN ABOUT ADVERTS IN A MORE Q: To what extent do you personally agree with the following statements? THE PAIN THEY EXPERIENCE NORMALISED WAY Q: To what extent do you personally agree with the following statements DURING THEIR PERIOD on period pain? BASE: Q: Indicate your level of agreement regarding current efforts in your All women: n =7,055 country to improve perceptions of women’s intimate areas? All men: n =7,034

2020 SEX AND FEMALE PLEASURE-RELATED TABOOS AND PRESSURES GLOBAL V TABOO TRACKER

Sexual pleasure is not widely discussed among women, even less so than salary. 52% 45% 21% Additionally, both men and OF MEN OF WOMEN OF MEN women perpetuate taboos about period sex and lack 54% 43% 26% OF WOMEN OF WOMEN of hygiene. OF MEN THINK WOMEN SHOULDN’T HAVE NEVER DISCUSSED HAVE SEX DURING THINK PERIOD SEXUAL PLEASURE WITH THEIR PERIOD AS IT’S SEX IS GROSS ANYONE UNHYGIENIC

WOMEN ARE MORE LIKELY 29% TO DISCUSS THEIR SALARY OF WOMEN 42% 21% THAN THEIR SEXUAL OF MEN 33% PLEASURE OF MEN THINK THAT WOMEN THINK THAT WOMEN WHO USE INTIMATE WHO HAVE SEX ON THEIR 30% CARE PRODUCTS ARE PERIODS ARE LOOSE LOOSE SEXUALLY WITH FEMALE FRIEND(S) SEXUALLY

NOTES: BASE: Agree: % selecting somewhat or completely agree All women: n =7,055 Q: To what extent do you personally agree with the following statements? All men: n =7,034

2020 VULVA AND VAGINA RELATED TABOOS GLOBAL V TABOO TRACKER

Women not only keep silent about their intimate area, but also feel 50% pressure to maintain OF MEN a certain image of it. 51% 22% 57% OF WOMEN OF WOMEN OF WOMEN FIND IT AGREE WOMEN HAVE TO HAVE FELT THE NEED WORK HARDER THAN MEN EMBARRASSING TO TO APOLOGISE WITH TO KEEP THEIR INTIMATE TALK OPENLY ABOUT A PARTNER FOR HOW AREA LOOKING GOOD FOR THEIR INTIMATE AREA THEIR INTIMATE AREA THEIR PARTNER LOOKS AND SMELLS

ONLY 43% 21% 25% OF WOMEN OF WOMEN OF WOMEN HAVE BEEN SHAMED BY OF WOMEN KEEP HAVE DISCUSSED THEIR PARTNER FOR HOW THEIR INTIMATE THEIR INTIMATE AREA SILENT ABOUT THEIR AREA WITH THEIR LOOKS OR SMELLS INTIMATE AREA NOTES: PARTNER Agree: % selecting somewhat or completely agree Q: To what extent do you personally agree with the following statements? BASE: Q: Which of these have you ever All women: n =7,055 discussed with... All men: n =7,034

2020 TABOOS RELATED TO FERTILITY AND CHOICE GLOBAL V TABOO TRACKER

Men hold more traditional FERTILITY CHOICE views on choice and abortion and further perpetuate taboos surrounding motherhood and fertility. 30% 26% 23% OF MEN OF MEN OF MEN 21% THINK THAT IF A WOMAN THINK A WOMAN OF WOMEN HAS HAD A MISCARRIAGE, DECIDING NOT TO HAVE SHE SHOULD NOT TELL THINK DECIDING CHILDREN OF HER OWN ANYONE BEYOND HER NOT TO HAVE IS ABNORMAL PARTNER KIDS IS SELFISH

26% 25% 19% OF WOMEN OF WOMEN OF MEN 23% 32% 26% OF WOMEN OF MEN OF MEN DON’T THINK WOMEN THINK THAT THINK THAT IF A WOMAN SHOULD BE ABLE TO INFERTILITY SHOULD HAS AN ABORTION, SHE DECIDE THEMSELVES IF MAKE WOMEN FEEL SHOULD BE ASHAMED THEY WANT TO TERMINATE LESS LIKE A WOMAN OF HERSELF NOTES: THEIR OWN Agree: % selecting somewhat or completely agree BASE: Q: To what extent do you personally agree with All women: n =7,055 the following statements on women’s fertility? All men: n =7,034

2020 AGEING AND MENOPAUSE RELATED TABOOS GLOBAL V TABOO TRACKER

There is more global acceptance surrounding ageing and menopause taboos.

However, a large proportion of women 42% still feel societal prejudice OF WOMEN related to ageing and menopause. 35% OF MEN WHEN A WOMAN ENTERS MENOPAUSE, PEOPLE START TO SEE HER AS “OLD”

NOTES: BASE: Agree: % selecting somewhat or completely agree All women: n =7,055 Q: To what extent do you personally agree with the following statements? All men: n =7,034

2020 THANK YOU