What making TikToks on vaginal health taught me about Gen Z

Are you wiping your vulva the proper method?

If you happen to ever thought to ask your self this query, you’d in all probability Google it. However for Era Z, studying about sexual health comes extra naturally on TikTok.

That’s why my firm, Cheeky Bonsai, has discovered enormous success making enjoyable movies about on a regular basis sexual health questions on the Gen Z video app of selection, demonstrating the right method for vulva wiping on a watermelon (entrance to again, no double wiping), what your period color means, and find out how to acknowledge UTI symptoms. Gen-Zers need solutions to their burning sexual and vaginal health questions, with trending songs and dances included. Our movies, which give correct data and supply sensible intercourse ed, now have greater than 120 million views.

Theoretically, Gen Z shouldn’t lack data on sexual health or anything. They’ve grown up digital with all data at their fingertips. However our content material was clearly filling an schooling hole and connection hole on taboo health matters. The explanation? Gen Z is searching for greater than dry medical details. They need the uncooked, actual, and relatable.

Born between 1996 and 2010, Gen-Zers now make up about 40% of U.S. consumers. By 2026, their demographic will surpass millennials as the largest customer base and social arbitrator. Their penchant for “realness” is right here to remain, and they’re already reshaping shopper traits.

Whether or not you’re creating content material and merchandise for Gen-Zers or simply trying to higher perceive them, you’ll be able to profit from what we discovered about what works and what doesn’t.

Embrace TikTok—it’s not too late

5 years in the past, the playbook for millennial manufacturers was to launch on Instagram. Manufacturers like Glossier used natural engagement and group to drive phenomenal progress. However over time, Instagram has change into extremely saturated and costly, dominated by pay-to-play adverts.

With greater than 1 billion month-to-month lively customers, TikTok is the brand new platform of selection. TikTok took solely 5 years to succeed in the 1 billion person mark, in comparison with the eight years it took Fb. However manufacturers haven’t tailored as shortly to the brand new platform the place Gen Z spends most of its time. (TikTok’s largest demographic is 16-to-24-year-olds.) Gen Z-forward manufacturers are simply beginning to experiment with what it means to be a TikTok-first model.

Be actual

Being discreet isn’t very Gen Z. Having grown up digital, they’re comfy opening up on-line about their struggles and insecurities. They place a excessive worth on being genuine. Shopper analysis has discovered that 82% of Gen Z customers trust a company more if it makes use of images of real customers in ads.

Connecting with Gen Z doesn’t require a large price range, however you do must really feel comfy stepping exterior of your consolation zone. It would really feel awkward or exhausting, however you simply need to be okay being extra actual than with different audiences.

For us this implies we keep away from euphemisms like “intimate health” and “down there.” We’re direct in how we discuss about vaginas and on a regular basis girls’s health.

Don’t fear a lot about a selected picture

Look to the quintessentially Gen Z Billie Eilish and her “it’s all about what makes you are feeling good” method. At this 12 months’s Met Gala, she switched out her saggy garments and inexperienced hair for a Marilyn Monroe-inspired ball robe and platinum blonde coif. Earlier than assembly Prince William on the James Bond film premiere she declared, “It’s going to be loopy. . . . I’m going to pee myself.” She combines the awkward, the hyperfeminine, the bizarre, and no matter else. Gen Z accepts the total vary as a result of they settle for folks for no matter they’re, with out apology.

Put your cash the place your mouth is

Sixty-two p.c of Gen Z-ers polled believe they can change their world by their actions. They take robust positions and anticipate others to do the identical. As well as, 90% of Gen Z-ers believe that companies need to help alleviate environmental and social problems. They’re searching for manufacturers to present again in significant methods, past simply posting about causes on social media. And so they’re holding manufacturers accountable.

Some 69% of Gen Z-ers are more likely to purchase from an organization that contributes to social causes, whereas 33% have stopped shopping for from firms that contribute to a trigger with which they disagree. They don’t essentially select the bottom value, as they very deliberately issue within the points and mission of the enterprise earlier than shopping for.

Gen Z, greater than any earlier technology, desires to be a part of your model, your product journey, and your story. The reassuring piece is that perfectionism isn’t wanted or wished. If you happen to can join with the members of Gen Z and convey them alongside, you’ll see a ripple impact. They’ll change into your strongest amplifiers—serving to to develop your concepts and affect.


Elise Johnson is a Stanford College graduate and the cofounder of Cheeky Bonsai. At Cheeky Bonsai, 1% of all earnings go towards supporting girls’s health and intercourse ed initiatives.