Home » The bias against menopausal women: Need for inclusive conversations

The bias against menopausal women: Need for inclusive conversations

by Anagha BP
Bias against menopausal women: Supporting women through menopause in society and the workplace

Menopause is the end of a woman’s menstrual cycle when she can no longer conceive naturally. It typically occurs between ages 45 and 55 as estrogen levels drop. Yet, despite being a natural part of ageing, menopause still carries a heavy silence, stigma, and shame. Why? Because we’ve been raised in a society that believes if getting a period marks ‘becoming a woman,’ then its end means the end of womanhood.

A part of society expects women’s bodies to fit certain ideals, and any deviation from these patriarchal standards quickly labels a woman as unworthy. This outdated thinking perpetuates a stereotype that when women reach menopause, they become invisible to society, as if their worth diminishes without the ability to conceive. Even ads for anti-ageing creams aimed at older women use young models. It’s as if they’re saying, “You’re only worth selling to if you still look young.”

The bias against menopausal women: How Ads fail in women’s representation

According to the Women’s Worth study by UM London and Karen Fraser, nearly 46% of women experiencing menopause feel that advertising doesn’t represent them fairly or authentically. Additionally, 44% feel patronised by these ads, while almost 24% are simply indifferent to them. Ads feature older women only 5% of the time, while they show older men 25% more often. The ageism in this situation shows up in how older women usually get left out.

Recent research by Kantar reveals that 76% of women going through menopause or perimenopause feel completely unrepresented in ads, and 65% think brands don’t do enough to support them. The industry also neglects trans and non-binary people who menstruate.

The issues with advertisements

Advertising often does a poor job of representing menopausal women. When they do show older women, it’s usually with stereotypes like being bad with technology, physically weak, or mentally inferior. What’s funny is that even in ads aimed at peri- or menopausal women, they usually only mention the most common symptoms like hot flashes or irritability. 

With 48 menopause symptoms to choose from, brands have endless opportunities to represent the full range of experiences. Yet, they always manage to portray menopausal women as nothing more than cranky and irritated. It’s almost like they believe that’s the only way to define menopause.

When ads don’t accurately represent menopause, people don’t get a clear, honest view of what it’s like. By not showing real experiences, ads contribute to the idea that menopause is something that one must avoid or be ashamed of rather than a normal part of life.

The menopausal body is not ‘Deficient’ or ‘Incompatible’

Menopause indeed brings noticeable changes to the female body. Hormonal shifts often lead to weight gain, and the internet is full of unsolicited opinions about how the female body “ages” through menopause. Society often views the ageing of women as unfavourable, with issues like sagging skin, wrinkles, and weight gain. But when menopause comes along, it adds another layer of complexity. Women going through menopause face pressure to look youthful while dealing with the natural changes their bodies undergo.

Ageism also lies in the belief that menopause makes women weaker and less capable of performing physically demanding jobs. This stereotype unfairly limits women’s opportunities, especially in rural areas where physical labour is common. While men can work into their 60s or 70s without question, women face unnecessary barriers once they reach 45. This bias overlooks the fact that menopause-related fatigue doesn’t negate a person’s overall ability to work effectively. It unfairly restricts women’s employment options and perpetuates the myth that ageing women are less valuable in the workforce.

The bias against menopausal women: The workplace perspective

Even in the office, especially in sales teams, women face pressure to maintain a certain appearance. For some strange reason, society equates femininity with “prettiness and sexiness,” and menopausal changes often get unfairly viewed as making a woman’s body less feminine. This fear of appearing “too old” can lead women to downplay their menopausal symptoms.

Dealing with menopause symptoms at work can be very stressful. However, employers need to recognise that this is a normal part of life. Supporting through this transition benefits everyone, creating a more understanding and supportive workplace.

The final thoughts on the bias against menopausal women

To address this ageism, we need to challenge old myths about menopause. Women, no matter their age, can be strong and capable workers. By supporting women through menopause and valuing their skills, we create a fairer and more inclusive workplace. Older women continue to be essential and valuable members of the community, contributing their wisdom, experience, and skills. They deserve respect and recognition, just like anyone else, regardless of their age or reproductive status.


Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.

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