Menopause Becomes Major Focus of Health, Business and Public Discourse
Globally, and increasingly in Israel, menopause is moving from the shadows into public, medical, and business conversations. Once a taboo subject, it is now recognized as a life stage significantly impacting women's health, careers, and quality of life, spurring a burgeoning industry of treatments, products, and services. However, this progress is accompanied by criticism regarding the commercialization of menopause and pressure on women to 'manage' it with an ever-growing array of solutions.
Menopause is now widely discussed on television, in podcasts, and even in fictional series and films. Health maintenance organizations are establishing specialized services, with many women awaiting hormone replacement therapy patches, which are currently in short supply. Employers are implementing supportive policies for female staff, including rest areas, easier access to facilities, flexible hours, and breathable uniforms. Retailers in the UK and US offer a wide range of menopause-specific products, from protein bars and cooling mats to skincare, hair care, and pelvic floor trainers.
A PwC report from May 2026 estimated the global menopause market at $10-15 billion. "Marketing to this demographic is low-hanging fruit," says Liat Zand, co-founder of the 30,000-member Facebook group "On Fire - Women Talking with Women." Symptoms, primarily caused by declining estrogen levels, include hot flashes, night sweats, insomnia, mood swings, pain, and changes in the reproductive system, typically starting around age 45 but sometimes earlier.
Academic research has tracked the rise in media coverage, with one study showing a jump from 168 articles on menopause in the UK mainstream press in 2001 to 1,220 in 2021, with a significant increase since 2018. The "Davina Effect," named after a popular UK reality TV presenter's documentary about her menopause journey, is credited with helping to break the taboo. In Israel, a similar impact is hoped for from the local documentary series "It's Hot for Me, It's Cold for Me."
Historically associated with decline, menopause is now often portrayed in popular culture as an opportunity for self-discovery and confidence-building, reflected in shows like "The Change" and "Riot Women." This shift is also driven by the realization that women aged 45 and over possess significant disposable income, seeking to spend on housing, travel, experiences, supplements, cosmetics, and aesthetic treatments. However, marketing in Israel is noted as lagging, often targeting younger or much older demographics.
Medically, the understanding of menopause has evolved. While early hormone replacement therapy (HRT) was linked to potential risks like breast cancer and unclear cardiovascular benefits, current approaches consider quality of life improvements, addressing issues like sleep disturbances, vaginal dryness, and cognitive fog. Specialized clinics are emerging, with health organizations like Clalit and Maccabi establishing online and physical menopause services to meet the growing demand and improve their public image. These clinics offer holistic care, including physiotherapy, nutrition, and complementary medicine, recognizing that menopause impacts women for a significant portion of their lives due to increased life expectancy.
Despite advancements, challenges remain, including a shortage of specialized doctors and concerns about the proliferation of unnecessary products. There is also a potential risk that focusing on menopause could overshadow other medical conditions, though experts emphasize that comprehensive screening is part of the holistic approach. The conversation around menopause is also being examined for potentially placing undue pressure on women to "fix" themselves, even within empowerment narratives.
Workplace adaptations are also gaining traction, with companies like Taboo advising organizations on menopause-related issues. Surveys indicate that a significant percentage of women experience workplace impacts from menopause symptoms and feel hesitant to seek help. Supportive workplace measures include awareness programs, community building, and physical adjustments like rest areas and flexible schedules. While some employers may view these adjustments as burdensome, experts argue that supporting experienced female employees fosters loyalty and prevents costly career departures.
