Marketing the menopause
In case you haven’t been paying attention, menopause is firmly on trend. Surprising perhaps, given the subject matter, but not so surprising when you consider the audience – midlife women, who came of age in the lairy, ladette nineties and who aren’t ready to totter off into the sunset any time soon, reinvigorated in the post-#metoo era. A demographic often neglected by marketeers, but with money and attitude to spare – and a clear need state. As an agency with journalistic expertise in health and beauty, we’ve regularly created ‘World Menopause Day’ content over the years, but this year feels… different.