The ‘hot flush gold rush’: how women feel about being flooded with menopause marketing
- Written by The Conversation
Every person with functioning ovaries will eventually experience menopause. While the biology is relatively universal, the experience varies dramatically between individuals and in the same person over time.
Menopause has long been shrouded in stigma and shame but recently burst into mainstream attention. This may have reduced stigma but has also created confusion, as media, celebrity and commercial interests recognise a new marketing opportunity.
New research from one of us (Samantha) has found women are frustrated at being bombarded with marketing for menopause “solutions” that simply don’t work.
How menopause is marketed
Pharmaceutical companies, the wellness industry, workplace consultancies, coaches and influencers have all jumped on the menopause market. The “hot flush gold rush” is projected to reach US$24.4 billion by 2030.
One common tactic is creating feminised narratives of empowerment and care, positioning companies and influencers as supportive allies for women.
They encourage individuals to take charge of their menopause experiences by consuming a range of products and services. These include teas, supplements, chocolates, shakes, cooling blankets, pillows and creams promising relief from a wide range of symptoms that might not be related to menopause. There are apps which track symptoms, workplace accreditation programs, and even a “hot flush survival kit”.
Weight-loss companies now offer menopause-specific programs, marketed by celebrities such as Queen Latifah:
Companies frame how we think about menopause
Most online information about menopause has a commercial “for profit” interest.
This information shapes women’s expectations and fears by often positioning menopause as the defining, catastrophic challenge of midlife.
This raises concerns about the commercial exploitation of vulnerable women, encouraging purchasing of unproven and inappropriate treatments and products.
This hormone focus may overshadow the broad range of midlife stressors that many women experience in midlife, including intergenerational care-giving responsibilities, financial worries, workplace challenges, and gendered ageism.
Such an approach may also fuel health inequalities by ignoring structural issues that make life hard for women in midlife.
Read more: Midlife adults are overextended with multiple roles
Concerns about commercial exploitation
A recent qualitative survey of over 500 Australian women aged 45–64 years demonstrated support for greater awareness of menopause but also concern about the commercialisation of menopause.
Women reported that companies and some social media influencers would “push anything to make a dollar”.
They were also worried that exaggerated and catastrophising narratives about the impact of menopause could unnecessarily fuel women’s fears and concerns about ageing:
There are very vulnerable women out there who are ripe for the picking […] and the influencers, marketing firms and companies seeking profits fully understand this and will exploit this.
Women also described feeling misled and disappointed when wellness “solutions” ultimately did “fuck all”.
Complex and conflicting information on social media sites left women struggling to determine what information to trust:
It is concerning as a lot will be preying on the insecurities of women. Women are going through changes they don’t understand and are reaching out to find a solution. There is conflicting information, you really need to fact check everything.
What would actually help?
Women deserve to be listened to and provided with trustworthy information and supportive environments. Here’s what would make a meaningful difference:
1. Better access to high-quality information to support decision-making
There is a tsunami of low-quality information online which is drowning out credible information.
Women need to know what to expect, how to prepare, and where to get help if needed. Independent, evidence-based information and critical media literacy tools can help women consider their options based on risks versus benefits and preferences.
2. Stop scaring women
Catastrophising menopause is unhelpful. Like all life transitions, menopause carries both losses and gains.
Most do not experience severe symptoms and those entering menopause with negative attitudes may have a worse experience.
Some women express relief when periods stop and report feelings of liberation, freedom, autonomy and the start of a new phase of life.
3. Better regulation of product claims and misinformation
Greater scrutiny and standards from federal government agencies will be essential in helping to safeguard women from misleading product claims, promotions, or inappropriate treatment.
4. Recognise that environmental adjustments can help support women in midlife
Simple workplace adjustments – such as flexible hours, supportive managers, cooler spaces, or regular breaks – can support the diverse experiences that women may have in midlife.
5. Protect policy from vested interests
We need a strong, clear commitment to women’s health and research that addresses women’s priority questions. This should support sustained funding, evidence-based care, equity and long-term wellbeing.
This process must be protected from commercial vested interests, including the pharmaceutical and wellness industries, and clinicians and researchers with conflicts of interest. This will ensure policy decisions are in the best interests of women, not for profit agendas.
Cutting through the commercial noise that has been created about menopause is essential. Only then can we create the social and structural changes need to support women’s health and wellbeing in midlife and beyond.
Read more: Feminist narratives are being hijacked to market medical tests not backed by evidence
