Helping Drive Change

The topic is something I agree deserves attention, and collectively we can help reframe the dominant narrative around mid-life women.

Though it’s undoubtedly positive that discussions of the menopause have exploded of late, unfortunately in many ways it compounds negative views of this cohort. As one panellist put it, they should be seen as “Queen-agers, not walking hot flushes”.

She said this group want to feel represented as being in their prime, with agency and control over their lives. How about we all position them as influential and inspiring instead of invisible?

Given the market’s enormous buying power, with an eagerness to be seen and their needs addressed, it’s a clear opportunity for businesses.

What can we do? Being conscious of pigeonholing seems like a good place to start, as well as updating reductive language (like “turn back the clock!”) and adopting a celebratory stance. One specific idea I love to see is brands showing their products on people across age ranges, like they often do on different skin tones.

Anyway, I’d love to see more meaningful conversations like this started by PRs. It could help drive real change where it’s clearly needed.