This book critically examines the marketisation of the menopause transition, a phenomenon that in recent years has given rise to an array of products, services, investment opportunities, and the supposed empowerment of women navigating midlife transitions.

As venture capitalists and well-being brands converge on this new frontier in marketing opportunity, our book critically assesses the issues that accompany the latest menopause market trends and evolving consumer predilections These include biomedical possibilities, rebranding feminism, the rise of menopause influencers, celebrity and social media-enabled menopause advocacy, novel advertising rhetoric, and corporeal representations that challenge the public’s expectations of ageing women’s bodies and attitudes. The chapters in this book adopt interdisciplinary perspectives to reveal how sociocultural narratives influence menopause marketing strategies and suggest how they may be utilised to rethink advertising rhetoric to faithfully represent lived experiences of the menopause. This book addresses an international readership of scholars and practitioners of marketing, consumer behaviour, advertising rhetoric, life course representation, gender, and health studies.

This book will be beneficial for scholars, researchers, and practitioners across a range of fields, including marketing, consumer behaviour, advertising, gender studies, health studies, and sociology.

The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Jennifer Takhar is Associate Professor of Marketing at SKEMA Business School, Lille, France. Her research expertise includes biomedicalised consumption, gamete commodification, transhumanism, and the marketing and advertising of female technologies (FemTech) in digital space. Her work is attentive to the rhetorical and literary strategies used to persuade consumers.

Anna Schneider-Kamp is Associate Professor of Health and Consumption at the University of Southern Denmark, Denmark. In her research, she focuses on how health inequalities rooted in an uneven distribution of sociocultural resources and emerging digital technologies shape health-related consumption and marketing practices.

Shona Bettany is Professor of Marketing at the University of Huddersfield, UK. She is a consumer ethnographer, focusing on consumer culture in all its guises but more specifically on material-semiotic approaches to consumption. These approaches have illuminated such topics as gender and sexuality, consumer resilience, contemporary family consumption, and animal-human relations.