Breaking the Taboo: Brands That Openly Talk About Menopause Are Lonely

In recent years, the marketing efforts of certain global brands (thank you, Always!) have focused on demystifying menstruation. In their campaigns, they convey that, imagine, menstruation is a completely normal process and that blood should not be feared or shamed, it should not traumatize; it is part of a natural biological process, and without it, we would not exist. While it is sad that menstruation needs to be destigmatized at a time when the media is inundating us with scenes of incredible violence, it is commendable to acknowledge the pioneering brands that have initiated change and encouraged other players in the industry to change the discourse, to start calling things by their proper names in communication, and (finally) to stop illustrating menstrual blood in blue.

While there is visible progress in this area, another biological process continues to cause discomfort, and advertisers like to pretend it does not exist. Although mature women are a potent target group, brands (and the media) ignore a key turning point in their lives – entering menopause. Tena is one of the few brands that dared to speak on this topic and won the ‘Diversity in Advertising Award’ from British Channel 4 for its campaign ‘The Last Lonely Menopause’ in April.

Shy and Insufficient

In a two-minute video created in collaboration with the agency AMV BBDO, a woman and her teenage daughter are shown facing biological changes. While the daughter covers her pimples and is embarrassed by the changes in her body, the mother hides her symptoms (hot flashes, night sweats, bladder weakening, mood and libido changes) and has no one to admit that – yes, she is changing, and she is in a kind of coming-of-age phase.

– It’s something like shedding old skin, but with more sweat and swearing. However, when all of this is over, you will feel more like yourself than ever – encourages the narrator of the Tena video, which ends with the daughter’s question: ‘Mom, what does it feel like to be in menopause?’.

Lucy Taylor, the growth director at the British marketing agency Mullen Lowe Group, addresses menopause in advertising or, better said, the avoidance of this topic, calling on all advertisers in The Drum magazine to start openly discussing this biological process, otherwise it will continue to be perceived as frightening and remain a taboo. As Taylor noted in the article, menopause has started to be discussed in mainstream media, but the public is still insufficiently aware and educated, especially through advertising. A study by Kantar showed that as many as 76 percent of women in perimenopause and menopause feel that they are not represented at all in marketing campaigns, and 65 percent claim they do not feel any support from brands.

Admit That It Exists

The absence of this target group in marketing communication fuels myths about menopause; it is a taboo. However, some brands have slowly begun to raise awareness, such as This Morning and Boots, which have partnered in the British market to launch a joint campaign. This summer, their ‘Menopause Bus’ hit the road, touring cities and educating the public. Although this move is commendable, Taylor believes that much more needs to be done and that the media (including marketing communication) should convey real experiences, discussing how women go through this biological process that is natural and half of the population will experience it in one way or another.

The biggest problem with insufficient or incorrect representation is that, according to Taylor, we still live in a world tailored to the needs of men (especially in the workplace), and menopause, like any other taboo, has been swept under the rug. To normalize it, we need to talk about it. Today, there are a total of 38 symptoms of menopause, and every menstruating person experiences an average of seven symptoms over a period of four to 12 years (!). Also, there is no ‘standardized’ experience of menopause; not everyone experiences hot flashes and mood changes; the reality is much more complex. Of course, the idea is not for brands to deal with symptoms, communicating like doctors, but to acknowledge that these challenges exist. In fact, to recognize that this target group exists at all.

Rooted in Ageism

As Taylor continues, the neglect of menopause is tied to a larger problem, ageism, or the insufficient and incorrect representation of the older population. However, consumers over 55 account for 47 percent of the total population, and by 2040, they will account for 63 percent of total national consumption. Despite this large share, they are simply absent in the media (or not represented as they truly are). According to a study conducted by Channel 4, only 12 percent of advertisements feature people over 50 in leading roles, and if they do appear, they are often portrayed in a comedic manner. To change this, it is necessary to intervene in the structure of the creative industries themselves. Currently, only 5.1 percent of employees in British agencies are aged between 51 and 60. Additionally, considering that menopause symptoms can last a whole decade, and for many during the peak of their careers, it is clear that every organization that cares for its employees must provide adequate support and raise awareness that the female population is going through its second challenging coming-of-age period in life. The marketing industry has long changed its paradigm – its role is not (only) to sell products but to support consumers, encourage discussion, and participate in creating a better society. For example, brands with marketing campaigns that depict modern families (e.g., divorced parents) or include individuals from the LGBTQ community have helped destigmatize and break down prejudices regarding these social groups that are unfairly labeled as ‘different’.

Similar expectations arise when it comes to taboo processes like menstruation or menopause, and besides the fact that it would be nice to use their influence (and budget) to raise public awareness, changes should also be implemented within organizations. Channel 4, for instance, has announced that it is introducing new regulations (policies) regarding menopause and abortion, and Co-Op has introduced a Menopause Support Policy so that no one has to go through menopause alone. As Taylor concludes, it is time for advertisers to take matters into their own hands, show women that they are not alone, that every biological change is completely normal, and that the end of the reproductive cycle does not mean that their lives have lost significance. Women in this phase of life also need encouragement, support, and understanding.