UK – Brands are not providing enough help for women going through menopause, according to research by Kantar and menopause support organization Over the Bloody Moon.
The research, called Redefining menopausefound that two-thirds of women experiencing menopause or perimenopause felt that brands were not doing enough to support them through the transition.
Additionally, 76% of women surveyed felt that they were not represented at all by brand advertising and marketing.
The results are based on a consumer survey of a nationally representative sample of 1,000 perimenopause and postmenopausal women aged 30-65 conducted online in March 2022.
Kantar found that the most common menopausal symptoms were linked to negative effects on feelings and mood (67%) and self-confidence (59%), and added that ambitious advertising could remedy this lack of self-confidence through better representation.
However, it also revealed a wide range of attitudes and experiences of menopause, influenced by factors such as women’s age, their symptoms, the duration and intensity of these, and access women to support networks.
Helen Rowe, Brand Consultant with Kantar’s Insights Division, said: “The conversation around menopause is changing, but there is still a lot to be done to raise awareness and ensure women get the help they need. need.
“Consumers now expect much more from companies than just selling products and brands have the power to bring about positive change for society and for individuals – Bodyform’s campaign to normalize menstruation is a great example of this. We need similar talk and action around menopause.
Lesley Salem, Founder of Over the Bloody Moon, said, “We know from our community that most women are looking for ways to manage their menopause, so they can continue to function optimally.
“While we always recommend that women first consult with a medical professional to assess their options, brands can play a vital role in educating and empowering people along their journey and pointing them towards proven resources and tools.”