48 recognised symptoms.
And only three of them are familiar or discussed — sort of.
One thing that struck us as we were researching this edition of The Marketing Kable was the serious lack of noise around menopause, especially considering October is Menopause Awareness month.
No prescribed 'menopause experience' exists; not everyone has hot flashes and mood swings. Menstruators experience an average of seven of 48 symptoms lasting between four and 12 years. In any given year, over a billion menstruating people are experiencing menopause - scared, confused, and desperate for education and help. Overlooked and made to feel invisible. The market potential for menopause-related products and services is increasingly hard to ignore.
Menopause has long been something to fear and deny - a social taboo with associated stigma rather than the natural transition it is. It made us wonder, not for the first time, why there aren't more brands walking the menopause talk. From vitamins to tech to education, so many opportunities to serve this audience have long been ignored. The global menopause market alone is estimated to be worth $600 billion. So when 97% of menopausal people believe brands ought to work harder to cater to menopause, it gives you pause, right? Right.
One of the most promising initiatives we came across that caters to this unseen demographic is GenM, "a first-of-its-kind movement to make menopause a more positive experience for everyone, and introduce forward-thinking brands, organisations and employers to this new, commercially attractive market in a responsible, ethical way." Their Invisibility Report, though specific to the UK, has insights relevant in any geography.
In today's edition of The Marketing Kable, we feature 3 brands that are normalising conversations and experiences for menopausal people.
Last Lonely Menopause
The moving tale of a mother and daughter as the mother navigates menopause is depicted in AMV BBDO's commercial for TENA, directed by Shannon Murphy and produced by Lief.
The film plays on the premise that menopause is sometimes described as puberty in reverse, but unlike puberty, which is represented through varied shades of angst and growth, menopause is ignored.
Drawing references from the cultural influence of the coming-of-age genre, the film narrates another kind of story — by spotlighting menopause.
This film is a shining example of a heart-warming campaign that resonates deeply with its audience and confidently breaches boundaries that should have been broken long ago. Many have noted that this is the first ad to talk of incontinence that shows actual urine on screen – a bold and decisive move for a company whose products address this very issue.
The biggest lesson from this campaign is that honesty works, frankness works. Be direct and open with your customers, and a find a place in their lives.
#PressPlay
Launched in September this year, Elda Health's campaign wants us to #PressPlay, to break the silence about menopausal experiences in India. Women of menopausal age ask questions like "How long does this go on?" and "What is hormone replacement therapy?" indicating a concerning lack of information and awareness on a subject that affects half of the population.
By lifting the lid on these issues – ones that menstruating persons are hesitant to discuss even between themselves - Elda Health offers a safe space for its customers.
Not only does this strategy work to win the customer trust, it sets the brand apart from others for its openness and determination to tackle menopause head on, holding the customer's hand at every step.
More than hot flashes
To celebrate Menopause Awareness month, non-profit Let's Talk Menopause kicked off its campaign #MoreThanHotFlashes with Hello Menopause, a podcast that aims to share relatable, honest and vulnerable stories from every guest’s own menopause transition. The goal? To let listeners know they are not alone.
A menopause toolkit for HCPs
The National Family Health Survey-IV showed a sizeable menstruating population in India is attaining menopause prematurely, which opens the door to several other health risks. The role of HCPs is crucial at this juncture, from identifying symptoms of menopause to encouraging more open conversations around it. A Toolkit by the British Menopause Society provides a comprehensive range of evidence-based, peer-reviewed resources that answer critical questions in menopause care. The Indian Menopause Society also has a comprehensive list of resources.