Obviously there’s a growing backlash against single use period products. According to City to Sea, roughly 2.5 million tampons, 1.4 million pads and 700,000 panty liners are flushed every single day in the UK. Whereas a single pair of period underwear can replace 100 or more disposable pads or tampons, so environmentally, these pants make sense.

Aside from the feel good factor, it’s their shift into the mainstream which has increased usage. You don’t have to go online and fork out £30 for a pair of knickers: now you can pick up a pair for £10.00 while doing your Tesco’s shop! Even Primark sells them (only £6.00!).

But beyond this, there are many other benefits.

They are so easy to use! I remember my young self being completely intimidated by the idea of using a tampon. There’s no faffing around, you don’t have to worry about locating sanitary bins (which aren’t overflowing). And they can be worn all day so you don’t need to go into absolute panic when you realise you don’t have a tampon or sanitary towel! We’ve all been there!

So while period knickers are a great example of a sustainable product, it also shows that environmental credentials are not necessarily the key driver for purchase.

As we discuss in our ‘Why brand comms fail on sustainability’ article, there’s not a single sustainability message that speaks to everyone.  Know your target audience. Understand their priorities. Then tailor your message to ensure your product fits fulfils their needs.

So, hurrah for period knickers! It’s a win win!