GenM is on a mission to help brands and retailers not only shed the stigma around menopause products, but to introduce brands to a market traditionally ignored. In order to raise awareness, GenM launched a ‘menopause friendly’ logo to help those experiencing menopause feel ‘seen.’
According to GenM’s first Invisibility Report, nearly 90% of mid-life women felt overlooked by brands, while 97% felt brands should cater more to the menopause. This includes GenM’s Heather Jackson and her co-founder, Sam Simister.
“The GenM invisibility report was launched in the UK. Predominantly right now, menopause is an issue across the world. One billion women globally will be at any one time, in menopause. So in the UK we decided as two perimenopausal women, we needed to activate the brands to actually work with us to understand why we felt so overlooked, underserved and invisible. We brought out a report to prove the essence of it and 87% of women felt invisible and 78% said that they couldn't find products that they were searching for. You know they felt overlooked, they felt underserved. It was a wake-up call to brands, retailers, and everybody else,” explained Jackson.
“We've got a real way to go here and why am I here? Because the ingredient manufacturers are the beginning of the journey for the brands to actually start working with. So it's an exciting time for women in menopause, but actually it's a market opportunity that needs respect and we're delivering the respect to this market opportunity and giving it a reason to absolutely thrive,” Jackson added.
To hear more on the research and how brands can get involved, watch the full interview.