Menopause Awareness vs. Commercial Exploitation: A Critical Look

While the biological experience of menopause is universal for individuals with functioning ovaries, individual experiences vary. Recent mainstream attention on menopause has reduced stigma, but it has also created confusion due to new marketing opportunities by media, celebrity, and commercial interests.

New research indicates that women are frustrated by marketing for menopause "solutions" that are ineffective.

The "hot flush gold rush" market is projected to reach US$24.4 billion by 2030.

This booming market is being targeted by various industries, including pharmaceuticals, wellness, and workplace consultancies.

The "Hot Flush Gold Rush"

Common marketing tactics include creating narratives of empowerment and care to position companies as allies. These strategies encourage consumption of products and services such as teas, supplements, cooling items, creams, and symptom-tracking apps, some of which may not be related to menopause symptoms. Weight-loss companies have also launched menopause-specific programs, further broadening the commercial scope.

Commercial interests largely influence online information about menopause, often portraying it as a defining, catastrophic midlife challenge. This raises concerns about the exploitation of vulnerable women and the promotion of unproven products, potentially overshadowing other midlife stressors like care-giving, financial worries, and ageism.

Women's Voices: Concerns from a Recent Survey

A recent qualitative survey of over 500 Australian women aged 45–64 supported increased menopause awareness but expressed significant concern over its commercialization.

Women reported that companies and influencers would "push anything to make a dollar" and worried that exaggerated narratives could unnecessarily fuel fears about aging.

They also described feeling misled by ineffective wellness "solutions" and struggled to trust conflicting information found on social media.

Recommendations for Better Support

To better support women, the following actions are suggested:

1. Improve Access to High-Quality Information: Provide independent, evidence-based information and critical media literacy tools to help women make informed decisions based on risks, benefits, and preferences.
2. Avoid Catastrophizing Menopause: Recognize that menopause, like other life transitions, includes both losses and gains. Most individuals do not experience severe symptoms, and negative attitudes may worsen the experience. Many women report feelings of liberation and freedom when periods cease.
3. Strengthen Regulation of Product Claims: Federal government agencies should increase scrutiny and standards to protect women from misleading product claims, promotions, and inappropriate treatments.
4. Recognize Environmental Adjustments: Simple workplace adjustments, such as flexible hours, supportive management, cooler spaces, or regular breaks, can support women's diverse experiences during midlife.
5. Protect Policy from Vested Interests: Ensure a strong commitment to women's health and research, with sustained funding and evidence-based care. This process must be protected from commercial interests, including pharmaceutical and wellness industries, to ensure policy decisions prioritize women's well-being over profit agendas.