HBR On Strategy Bringing Innovation to an Underserved Market
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Apr 9, 2025 
In this engaging discussion, Harvard Business School professor Rembrand Koning dives into Thinx's trailblazing journey in the feminine care market. He sheds light on the challenges posed by longstanding taboos surrounding menstruation that stifle innovation. Thinx's bold marketing flips stigma into an asset and promotes empowering women through groundbreaking products. Koning emphasizes the necessity of diversity in decision-making and highlights how changing cultural perceptions can open doors for new business strategies in neglected markets.
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Taboos and Economics
- Taboos and social norms significantly affect economic activity, particularly in markets like feminine hygiene.
- Lack of discussion hinders consumer awareness and switching, limiting innovation and competition.
Discreet Transactions
- In the 19th century, purchasing sanitary pads was a discreet affair, highlighting the long-standing taboo around menstruation.
- Women would silently pay, receive the product in a secret bag, and leave without acknowledging the transaction.
Taboo's Impact on Education
- The taboo surrounding menstruation has serious consequences beyond mere embarrassment.
- In some cultures, it leads to girls missing or dropping out of school, limiting their life opportunities.