Menopause on the market: navigating the dualities of care and empowerment

This is the authors' abstract. We don't add key points for this paper.

The menopause market includes biomedical treatments, alternative remedies, and commercial offerings that address various menopause symptoms and experiences. Since the late 2010s, it has expanded alongside a growing social recognition and redefinition of menopause. The current paper examines this market's complexities beyond commercial growth, considering socio-cultural, historical, and economic influences. The 2001 Women’s Health Initiative Study disrupted traditional medical approaches, leading to rise of hybrid solutions combining medical and holistic approaches. Our media content analysis reveals the ambiguous and often conflicting narratives shaping this evolving market. These narratives drive diverse products and services catering to menopausal women's physical and emotional needs. Brands leverage dual narratives of empowerment and care, positioning themselves as supportive allies while encouraging women to take charge of their health. This study contributes to marketing research by highlighting the role of socio-cultural narratives and historical contexts in market formation under ambiguity.