When Will Gen X Women Have Their Marketing Moment?

Menopausal brands are giving them the floor, but it's only the beginning

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If there’s one comment Catherine Balsam-Schwaber hears from women consumers the most, it’s “menopause snuck up on me.”

Balsam-Schwaber, CEO of Kindra, a menopausal wellness brand founded in 2019, has learned just how little many women know about menopause, with some saying they couldn’t educate their daughters because they didn’t have the language for it, which feels akin to “handing down silence from generation to generation.”

“We’ve done a relatively good job of finding ways to educate girls about puberty and talking about pregnancy, and yet we don’t really educate women about what happens in our late 30s, 40s and 50s,” she said.

More than 1 billion women are expected to experience menopause by 2025, according to the United Nations’ 2019 World Population Prospects report.



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This story first appeared in the July 12, 2021, issue of Adweek magazine. Click here to subscribe.