Shared responsibility is a good thing when it comes to contraception. It keeps everyone safer and helps break down some of the stereotypes that have, in the past, surrounded women who look out for their own sexual health. So what has changed? Let’s take a look.
Condom Marketing
Until quite recently, condoms were marketed quite squarely at men. Brand names and packaging screamed masculinity. These were condoms not only to be worn by men, but to be purchased by them as well. In recent years, however, new brands and companies have emerged, and many of them are targeting women. Packaging that appeals to women – be it cute and girly or clean and modern – sends a subtle message that condoms aren’t just for boys. That’s a good thing.
Societal Attitudes About Female Sexuality
A study released in the ‘90s by the Division of Health and Psychology at UCLA found that many women felt inhibited about buying condoms, despite the fact that they tended to have a more positive attitude about them than men. Another study from the Psychology of Women Quarterly found that women tended to feel awkward about providing condoms as well. No surprise there. Female sexuality has long been stigmatized; women who carried condoms feared being seen as overeager, or labeled as sluts.
We know from the changing way the media reports on women’s sexuality, as well as other statistics such as those about women’s sexual attitudes, sexual habits and sex toy sales, that societal attitudes about female sexuality are (thankfully) shifting. The increase in the sale of condoms to women is just one more indicator of this shift.
