Why do advertisers neglect menopausal women?

Written by

Charli Edwards


Looking around, it’s easy to see that most marketing campaigns and products focusing on this demographic are few and far between. Yet, with more than half of the world’s population aged 50+ currently experiencing perimenopause or menopause – why isn’t this sizable yet frequently overlooked sector being recognised in the mainstream advertising landscape?

Why advertisers are neglecting menopausal women

46% of women feel advertising doesn’t reflect their lives or the lives of their friends. And as women age and transition into menopause, they often find themselves overlooked by advertisers and marketers. Even though nearly 25 million women in the United States alone are experiencing this phase of life, many companies fail to cater to their specific needs and concerns. This lack of attention not only perpetuates stereotypes and undermines women’s health, but it also misses out on a valuable demographic.

Women in menopause have diverse interests, needs, and purchasing power – and it’s time for advertisers to start paying attention.

Stereotypes about menopausal women can influence advertising practices.

Menopause is a natural biological stage that women go through in their lives. However, society has created a cultural narrative around menopause that is often negative and inaccurate. Stereotypes about menopausal women, such as moodiness and loss of attractiveness, have permeated our collective consciousness and, unfortunately, sometimes influence advertising practices.

Advertisements often try to appeal to society’s prejudices rather than representing women accurately. Only 19% of women aged 35-60 have noticed marketing specifically for menopause. As a result, messages about menopausal women can be misleading and perpetuate harmful stereotypes. Advertisers must represent menopausal women realistically, highlighting their strengths and abilities instead of perpetuating outdated stereotypes.

As menopause is a natural stage in a woman’s life, companies must ensure that they are inclusive of menopausal women in their campaigns. Use relatable and diverse models in their advertisements. It’s important to depict women of different ages, ethnicities, and shapes to show that menopause can affect any woman. Companies can offer products and services that cater to menopausal symptoms; by acknowledging and catering to this demographic, companies have the opportunity to expand their customer base and positively impact women’s health and wellbeing.

This is the largest, most affluent cohort of women the world has ever seen, and yet they’re still an invisible consumer segment.

Laura Whitehead, founder of Menopause Revolution

Menopause can be a challenging time for women, but there are companies out there that are doing a fantastic job of addressing their needs. From skincare and nutrition to fashion and lifestyle, these companies are putting menopausal women front and centre in their advertising campaigns. They recognise that this demographic is intelligent, strong, and savvy, and they are catering to their specific needs with thoughtful and effective marketing strategies. By spotlighting these successful examples, we can celebrate the power of advertising done right for menopausal women and encourage even more companies to follow suit.

Marketing to a particular demographic requires careful consideration and planning. One effective strategy is to research and understand the behaviour and preferences of the target audience. This can be achieved through data analysis and consumer surveys. Once you have a clear picture of the audience and their response, tailor your messaging and marketing materials accordingly. This approach can lead to increased engagement and higher conversion rates, benefiting both the company and the consumer. By reaching out to the right people with the right message, businesses can establish themselves as a trusted source within their industry and build long-term customer relationships. It’s a win-win situation for all parties involved.

#Menopause #Marginalisation #inclusivity #Strategy


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