Why menopause is hot right now.

By Andrea Cardillo, Founder and Head of Content, That Tracks Content

Credit: Sinai Health

Menopause is definitely having a moment.

From billboards at bus stops—thanks to Mount Sinai's brilliant "Hot and Bothered" campaign—to The Toronto’s Star Talking Out Loud series and Naomi Watts's upcoming book, menopause seems to be everywhere.

What's wild is there’s nothing new about menopause. It's been part of women’s lives forever. So, why is it suddenly newsworthy? And perhaps more importantly for brands, content-worthy?

“It’s a good question,” says Sandra Ingram, a key member of the team behind the Menopause Foundation of Canada, founded in 2022 to increase awareness and understanding. “People are finally waking up to the fact that this is something every single woman—as well as some people who are transgender, nonbinary or intersex—will experience. It’s not an option; it’s a universal experience.”

Canadian comedian Samantha Bee puts it bluntly on CBS Mornings: “It’s reverse puberty, basically.” She explores her journey in her one-woman Off-Broadway show, How to Survive Menopause, coming soon as an Audible podcast.

“You have to start talking about it,” she says. “You have to get comfortable in the discomfort.”

And that’s exactly what’s happening now.

For brands, this is a valuable opportunity—a large, engaged audience eager for real information, insight, and, most importantly, to be heard.

The women breaking the silence share one common regret: they all say they wish they’d known more.

It’s reminiscent of the body positivity movement, and Dove’s now-famous Campaign for Real Beauty, which this year marks its 20-year anniversary.

The benefits of the beauty giant’s decision to feature real women instead of models are immeasurable, putting it leap years ahead  of its competitors and making women finally feel seen.    

For companies big and small, the menopause conversation carries big potential: inform, educate and boldly own a topic many others have been terrified to address.  

Newly launched Lume Women + Health specializes in menopause and recently hosted “Menopause 101,” a Q&A session led by Dr. Amy Louis Bayliss, where no question was off-limits.

Beyond understanding what’s happening to our bodies, the Menopause Foundation of Canada is also focusing on workplace support. Menopause often strikes at the peak of a woman’s career.

Ingram points out that there are over two million working women in Canada aged 44-55—the fastest-growing cohort among working women. Many women struggle with symptoms in silence at work, but that’s changing. Women today are empowered and hungry for knowledge.

That’s the drive behind their “Menopause Works Here” campaign. Ingram describes it as a call to organizations to support menopausal women and make workplaces more inclusive.

As a fortysomething woman myself, I know how relevant this conversation is. From sharing symptoms to discussing new hormone therapies, my generation refuses to stay silent.

If you want to position your brand in the middle of a conservation that’s just finding its voice—we’ve got plenty of ideas to get you started.

Brainstorm with us: info@thattrackscontent.com.