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All Change! Marketing and Consuming the Menopause Transition book cover

1st Edition

All Change! Marketing and Consuming the Menopause Transition

Edited By Jennifer Takhar, Anna Schneider-Kamp, Shona Bettany Copyright 2026
174 Pages
by Routledge

174 Pages
by Routledge
Also available as eBook on:
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... Read more

Introduction: All change? The new climacteric market awareness

Jennifer Takhar, Anna Schneider-Kamp and Shona Bettany

 

1. Menopause on the market: navigating the dualities of care and empowerment

Ayse Onculer and Emine Onculer Yayalar

 

2. Via Crucis of the Body: Clarice Lispector visits advertising

Jonatan Södergren

 

3. Intimate neoliberal violence and ungrievable meno bodies

Paromita Goswami and Hélène Cherrier

 

4. Bytes of affect: unveiling the emergence of the responsible menopause consumer on social media

Adriana Schneider Dallolio, Carla Caires Abdalla and Sofia Batista Ferraz

 

5. ‘Holding on’: postfeminist articulations of menopause in advertising

Aodheen McCartan

 

6. “I cannot let this happen to other people”: on menopause advocacy, marketing and consumption with Kate Muir

Jennifer Takhar, Kate Muir and Anna Schneider-Kamp

 

7. Menopause in transition: science, equity, and the future of care

Vikram Talaulikar and Jennifer Takhar

 

 

 

 

 

Biography

Jennifer Takhar is Associate Professor of Marketing at SKEMA Business School, Lille, France. Her research expertise includes biomedicalised consumption, gamete commodification, transhumanism, and the marketing and advertising of female technologies (FemTech) in digital space. Her work is attentive to the rhetorical and literary strategies used to persuade consumers.

Anna Schneider-Kamp is Associate Professor of Health and Consumption at the University of Southern Denmark, Denmark. In her research, she focuses on how health inequalities rooted in an uneven distribution of sociocultural resources and emerging digital technologies shape health-related consumption and marketing practices.

Shona Bettany is Professor of Marketing at the University of Huddersfield, UK. She is a consumer ethnographer, focusing on consumer culture in all its guises but more specifically on material-semiotic approaches to consumption. These approaches have illuminated such topics as gender and sexuality, consumer resilience, contemporary family consumption, and animal-human relations.

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