Full Description
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.
Contents
Introduction: All change? The new climacteric market awareness 1. Menopause on the market: navigating the dualities of care and empowerment 2. Via Crucis of the Body: Clarice Lispector visits advertising 3. Intimate neoliberal violence and ungrievable meno bodies 4. Bytes of affect: unveiling the emergence of the responsible menopause consumer on social media 5. 'Holding on': postfeminist articulations of menopause in advertising 6. "I cannot let this happen to other people": on menopause advocacy, marketing and consumption with Kate Muir 7. Menopause in transition: science, equity, and the future of care
