Hummingbird Insights

In recent years, we've seen a significant shift in how we talk about topics that were once shrouded in secrecy and taboo— #menopause, #incontinence, even #periods. These conversations, which were once considered too "private" for public discussion, are now finding their way into the open, helping to break down stigmas that have persisted for generations. This newfound openness is something we can certainly congratulate ourselves on. It's a sign of progress and a step toward normalising the experiences of countless women. But while we've come a long way, we still have a way to go. For many women, these subjects remain deeply personal and sensitive, and societal attitudes can still make it difficult to speak up. This reluctance can stem from a variety of reasons—cultural norms, fear of judgment, or simply the discomfort of discussing bodily functions that have long been considered "off-limits." Even with all the progress we've made, the emotional and social barriers that keep these conversations in the shadows haven't completely disappeared. Yet it's essential to keep reminding ourselves that openness isn't universal. What feels liberating for some might still be daunting for others. The journey to full acceptance and normalisation of these topics is ongoing, and it requires empathy, patience, and continuous effort. As we challenge these assumptions and continue to push boundaries, we must do so with an understanding that not everyone is at the same point in this journey. For brands, this awareness is particularly important. As they strive to create products, services, and marketing campaigns that resonate with women, they must remember that these topics, while more openly discussed, are still sensitive for many. Brands have a unique opportunity to lead the way in normalising these conversations, but this has to be done with care, inclusivity, and respect. Challenge assumptions. Talk to Hummingbird Insights #marketresearch #consumerinsights #healthcare 

Come and join us on the 15th of November to find out how language is shaping women's health and how the pressure of perfection for women has shifted from beauty to health. Click here to register: https://lnkd.in/ezzZ3MHi

Louise Thompson, best known for her time on Made in Chelsea, recently made headlines for something far more profound than reality TV—she revealed that she now lives with a stoma bag. This revelation is more than just a personal admission; it's a powerful moment of advocacy that has far-reaching implications for public awareness, health conversations, and stigma reduction. Stoma bags, often a result of surgeries related to bowel diseases or other severe health conditions, are still surrounded by significant stigma and misunderstanding. By openly discussing her experience, Louise is challenging these taboos head-on. Her courage to speak out not only humanises the reality of living with a stoma but hopefully opens the door for others to feel comfortable sharing their own stories. In a world of polished, filtered lives, Louise’s honesty is a breath of fresh air. Her openness reminds us that strength lies in authenticity, and her revelation is a vital step in destigmatising health conditions and empowering those who live with them. Uncover deeper truths. Talk to Hummingbird Insights.   #consumerinsights #healthcare #marketresearch

Is Ella in Eastbourne as excited about sparkling hibiscus tea as we think she should be? Are all women really having open discussions about the menopause? It’s time to address the disconnect that can exist between marketers and real people. In our newsletter we tackle: 🔊 How to break out of the echo chamber and recognise that we are not the target audience 🐘 How different research approaches create very different perspectives - think of it as zoo vs safari. Neither is right or wrong, it all depends on the decisions you'll be making. 👩⚕️ And the chance to sign up to our webinar (https://lnkd.in/ezzZ3MHi) exploring how language impacts women's health with the fabulous Morag Spencer, Kirstie Skates and Coral McConnon on Friday 15th November. Read on...... #insights #consumerbehavior #foodandrink #finance #healthcare #marketresearch Claire Salkeld Denzie Davis Morag Spencer

7 in 10 teenage girls avoid exercise or playing sport when they are on their period. Sports aren’t just about staying fit—they’re about building mental strength, confidence, and teamwork. For girls, being active can boost self-esteem, reduce stress, and create lifelong friendships. But here’s the problem: too many girls are dropping out of sports because of one thing—periods. Let’s be real. Periods can be a hassle, especially when you’re trying to stay active. Whether it’s worrying about leaks, dealing with cramps, too embarrassed to discuss your cycle, or just feeling self-conscious, it’s no wonder so many girls decide to sit out. Top athletes like those in the Ladies European Tour have started using smart strategies and tech to manage their periods and keep performing at their best. But why should that be limited to pros? Every girl deserves the tools, support, and confidence to stay in the game, no matter what time of the month it is. We need to normalise talking about periods in sports, make sure coaches are supportive, and give girls access to the right products and info. Let’s make periods just another part of the game - not a reason to sit on the sidelines. By breaking down these barriers, we can help more girls stay active, strong, and ready to take on whatever comes their way. It’s time to keep girls in the game, period. Uncover deeper truths. Talk to Hummingbird Insights. #menstrualhealth #menstruationmatters #periods #healthcare #marketing #consumerbehaviour #marketresearch 2022-Reframing-Sport-for-Teenage-Girls-Tackling-Teenage-Disengagement.pdf (womeninsport.org) https://lnkd.in/gssy5Zad

Let’s get real - girls in the UK are starting their periods earlier than ever, some as young as 8 or 9, and we’re still not talking about it enough! Most of the information and adverts out there are aimed at older teens or adults, leaving younger girls feeling confused, embarrassed, and totally unprepared for something that’s part of life. While schools may touch on the basics, they often don’t go far enough to address the emotional side or answer the big questions younger girls have. Many girls are too shy to ask for help, and when they do, they find themselves wading through content that feels way too grown-up. It’s no wonder so many feel lost. That’s why brands need to step up their game and connect with this younger crowd. Campaigns like "Princesses on Periods" by MullenLowe Global are a breath of fresh air, using familiar characters to make the conversation fun and accessible. Imagine a modern-day princess who handles her period with zero drama—totally the kind of message younger girls need to see. It’s playful, it’s relatable, and it takes away the awkwardness. But this isn’t just about products; it’s about education and empowerment. Brands have a huge opportunity to create content that really speaks to younger girls and gives them the confidence they need from the get-go. It’s about normalising periods early on, so no girl feels embarrassed or in the dark about what's happening with her body. So, to the brands out there: let’s give young girls the real talk they need and make periods something they can handle with confidence from the start. Need a fresh perspective. Talk to Hummingbird Insights. #menstrualhealth #menstruationmatters #periods #healthcare #marketing #consumerbehaviour #marketresearch https://lnkd.in/eAHaVytj

World Menopause Day 2024 The BBC Panorama documentary about the menopause has amplified the conversations about the billion-pound menopause industry, HRT and meno-washing in general. We’re not going to talk about that. Instead, we’re highlighting a fabulously insightful post by the wonderful Bloody Good Period organisation about periods, peri-menopause and the menopause. #Menopause #WorldMenopauseDay #Periods #Mensturation

“Are you there God? It’s me Margaret” by Judy Blume was one of those books that was passed around during the first year of secondary school – it was almost a rite of passage.  Without reviewing the book, one of the main reasons it was so popular was because most of us could identify with 11 year old Margaret. We too were anxious about adolescence and all the changes that went with it, i.e. bras, boys and periods. For Margaret and most of my friends, the thought of starting your period was exciting. It meant you were part of a new club, you were more grown up – and so you were envious of your friends if they started before you. Periods were to be celebrated. But for many, periods aren’t this. They are inconvenient. Scary. Messy. Painful. Limiting. In the past, brands didn’t acknowledge much of this – but thankfully things are changing...but there’s still a long way to go in fostering honest conversations, recognising the realities of menstruation, and providing better education to ensure all women and girls feel supported and understood. Need a fresh perspective. Talk to Hummingbird Insights. #menstrualhealth #menstruationmatters #periods #healthcare #marketing #consumerbehaviour #marketresearch

From pills to progress: how technology is changing the game for women in sport For years, periods in sport were ignored, despite their impact on performance. Cramps, fluctuating energy levels, and discomfort were often brushed aside, with female athletes told to take birth control pills to "manage" their cycles. But suppressing periods doesn't solve the deeper issues or consider long-term health. Thankfully, the narrative is shifting. Technology is empowering athletes to work with their cycles, not against them. Apps such as FitrWoman (ORRECO) and Jennis help women track their hormonal changes and adjust training, diet, and recovery accordingly. Products like Modibodi’s period-proof activewear and Elvie’s pelvic floor trainer are also helping athletes manage their menstrual health with ease. With 56% of female athletes reporting negative impacts from their cycle, these innovations are essential. Instead of being told to "push through," women now have tech-driven solutions that support their health and performance through every phase of the month. By embracing these advancements, we’re levelling the playing field for female athletes—every day of the month. Need a fresh perspective. Talk to Hummingbird Insights. #healthcare #marketing #medicine #consumerbehaviour #marketresearch #sportsscience

A big well done to the team at Starlight Children's Foundation - UK for joining us in our workshop with the wonderful Michelle Roberts / Brand Strategist; Denzie Davis and Morag Spencer helping them prioritise their ambitions for the future. Wishing you all the best in your next steps. #marketresearch #charity #future