UK by UM provides key research for Campaign’s “Marketing’s Menopause” feature

September 28, 2018 | Share this article

Marketing's Menopause

UM UK partnered with Karen Fraser MBE from the Advertising Association to help with Campaign’s “Marketing’s Menopause” feature. Not only did UM provide the background for the piece with their UK by UM research on older women, but Managing Partner, Sophia Durrani, also wrote a supporting article.

Campaign’s article explores why there is a silence surrounding the menopause, and the invisibility of older women both working in media, and in society itself. UM’s survey of 1,000 UK adults was conducted as part of its ongoing study of stereotypes in advertising; and the figures play a key role in establishing a context to the article.
According to research released, nearly half (44%) of UK women aged 50+ feel patronised by advertising (compared to 31% of all women), while more than a quarter (27%) feel that ads contribute to creating and maintaining negative stereotypes of their demographic group. This truly brings into focus the damage being done by the media in continuing to ignore and disparage menopausal women as a group.

The study also found that advertisers ignore and misrepresent older women at their own peril. It revealed 20% of menopausal/post-menopausal women believe it has positively affected their ability to relax and indulge in leisure activities. There are numerous market segments that could stand to benefit: around a quarter of women indicate they have spent more time and money on personal care, skincare, exercise, health supplements and travel since onset of the menopause. And yet, half of those going through the menopause don’t believe it has been authentically represented on any channel or platform in popular culture. Advertising is amongst the worst offenders: 74% believe ads fail to portray women in this phase of life with any sensitivity.

Sophia sums it up perfectly: “Undoubtedly, older women have been neglected by brands, despite holding a significant proportion of the nation’s purse strings.” Following on from UM’s study, Sophia wrote a supporting article in Campaign, in which she looks to delve further into why brands and society need to change their thinking, the responsibility that advertising has to represent such an important demographic correctly, and to produce work that makes a positive social difference. Sophia’s article received impressive coverage and support, with highlights being a retweet from Cindy Gallop and a tweet by MediaCom UK praising Sophia’s feature.

Click below to read both articles in full: