Menopause has long been a taboo subject, but in recent years, it has become a hot topic of conversation. This shift in public awareness has had a positive impact on millions of women, allowing them to have a better experience than previous generations. However, with the global menopause market valued at $600 billion, it has also become big business, leading to concerns about the exploitation of women’s fears.
Recently, the UK advertising regulator banned ads from two supplement brands for making claims that they could treat symptoms of menopause. The Advertising Standards Authority (ASA) expressed concerns that these ads could mislead vulnerable women who are looking for relief from uncomfortable symptoms. Jessica Tye, operations manager of investigations at the ASA, emphasized the importance of providing accurate information to women to help them make informed decisions about their health.
While the increased focus on menopause in the media and advertising has been beneficial in raising awareness, there are also concerns about the commercialization of menopause treatments. Helen Down, a PR expert and columnist, highlighted the potential for opportunism in the market, with some brands capitalizing on women’s desperation for relief from menopausal symptoms. She cautioned against the promotion of unproven products and urged brands to prioritize service over profit.
Despite the growing market for menopause products, a study by the Institute of Practitioners of Advertising found that only 7% of women aged 49-64 feel that brands are adequately catering to them during this stage of life. Brands like Tena, Holland and Barrett, and Channel 4 have been praised for their humorous and honest menopause campaigns, disrupting the stereotypical portrayal of menopausal women.
While the menopause market offers a range of products and treatments, there is a concern about the lack of regulation and scrutiny. Melissa Robertson, CEO of Dark Horses, highlighted the risk of companies peddling ineffective or even dangerous products to women in need. She emphasized the importance of transparency and fair pricing in the market to avoid exploiting women’s desperation for relief.
GenM, a menopause group, has partnered with brands to bring trust and choice to the market. Their ‚MTick‘ certification helps women identify products that can alleviate menopausal symptoms, promoting transparency and visibility in the market. Heather Jackson, co-founder of GenM, emphasized the importance of collaboration between marketers and campaigners to prevent ‚meno-washing‘ and ensure that women have access to safe and effective products.
In conclusion, while the increased awareness of menopause is a positive development, there are concerns about the commercialization of menopause treatments. It is essential for brands to prioritize women’s health and well-being over profit and to provide accurate information to help women make informed decisions about their health during this stage of life. Collaborative efforts between brands, regulators, and advocacy groups can help ensure that women have access to safe and effective menopause products.