Over The Bloody Moon: Empowering brands to embrace every woman's journey

Kantar partnered with Over the Bloody Moon to bust the stigma around menopause and help find solutions that organisations, brands and companies can offer to empower and help women navigating the menopause and enable women to thrive.

Summary

Despite being 13 million perimenopausal and menopausal women in the UK, equating to nearly 1/3rd of the UK's entire female population, this group were extremely underrepresented in marketing with 76% of women experiencing the menopause saying they do not feel at all represented by brands1.

At the time of our research the term 'menowashing' was rife with brands like Primark launching a Menopause cooling range in salmon pink and were swiftly accused of gender stereotypes and turning symptoms into profit.

We wanted to make a difference by reducing the taboo and helping brands use their voice and budgets to...

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