MENOPAUSE. IT’S TIME FOR A REBRAND

The portrayal of the menopause is bang out of date

New research, commissioned by SuperHuman, exploring how the menopause really impacts the lives of women (35+) has revealed that the cultural, medical and societal portrayal of the menopause is out of touch with how women live their lives today. Negative imagery and conflicting information associated with this universal life stage leave many confused and quite literally hot and bothered.

There is an unhealthy paradox at play. At a time when middle youth is rolling into many women’s 7th decade the perception that the menopause is the gateway to old age is bang out of date.

 Here are just some of the insights.

Menopause is a dirty word, a dirty secret and leaves women feeling dazed and confused:

– 54% agreed that society sees women as “past it” when they enter menopause

– 71% don’t feel comfortable talking about the menopause

– 61% don’t know how to manage the symptoms

“It is a nightmare, an absolute nightmare. It’s horrible. And I don’t look like that kind of person, you don’t put menopause on top of my head, it doesn’t associate with me.”

Tracy Emin

And no wonder, when 72% say that they see very little or no coverage around the menopause in the mainstream media. And when they do it is overwhelmingly depressing.

Quite simply, the portrayal of the menopause is bang out of date. 81% feel that society’s assumptions about middle-aged menopausal women do not represent how they live their life. Middle-aged women are healthier, more educated, sexier and up for adventure. Over 90% consider themselves to have a much younger style and attitude than their own mother’s generation at the same age.

The good news is that the change is changing. Attitudes are evolving and there’s an opportunity for brands, the media and medics to facilitate this. In fact, 69% of women admire those who are trying to change attitudes to the menopause.

The menopause needs a rebrand – don’t you think?

Intrigued? Want to know more? This just touches on the fascinating insights from our survey. If you are a brand that wants to know more about how women REALLY feel about the menopause and how you can make the most of this opportunity, please get in touch today.