The new menopause market has been well and truly tapped | Eva Wiseman

The menopause market is worth an estimated $600bn - and producers are falling over themselves to target women with everything they might need, from underwear to scents

For my birthday last week, the algorithm gave me perimenopause ads. Happy birthday Eva, here is a future of anxiety, mood swings, brain fog, hot flushes and irregular periods, no gift receipt available sorry bye I love you. To be clear - Instagram is being previous. I remain calm, cool and bleeding, but also a member of the first generation of women actively aware of our soon coming menopause. Which has obvious benefits but also, less discussed, irritations.

The menopause revolution happened in stages. The first stage involved talking about it. People like Davina McCall started discussing the impact of menopause on her life - her body, her mental health - in ways that opened up conversations between women and their doctors, and their employers, and their families. Data emerged: one in three women were choosing not to go to their GP, despite 77% finding at least one symptom of menopause very difficult".

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