Regardless of who proposed this, after reading the original article, the question is if you wear a badge indicating you're menstruating then what? どうするの？The article says that some were concerned about privacy. Why would any woman わざわざ"生理中" だと知らせる? Male employee stated that they can tell right away, for embarrassing reasons, when a woman is menstruating.
The question should be Why would you want your customers to know this? It takes away the fun of shopping. When an employee is in training they wear a badge, so customers can sometimes be a little more patient. But to female customers who shop, should they be more patient just because an employee is wearing a menstruating badge? Then the shopping experience just became about the employee not the customer. The art of professionalism just went out the window.
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