In this session...
Now is the time for brands to recognise and represent the menopause.
Consider the time and attention given to brands to the ‘male mid-life crisis’ then compare that with the silence that surrounds the menopause. It may be 2020 but the fact remains that a real woman in an ad campaign is still a marketing gimmick.
This talk will address the silence which still surrounds the menopause. For very woman’s experience of the menopause is different, yet their experience of how the media depicts the menopause is universal: this fundamental transformation in women’s lives is almost entirely overlooked
However smart brands – like Holland and Barratt are finally breaking this silence and realising the commercial opportunity it affords.
This talk will address the squeamishness which stills surrounds older women in advertising (no we don’t want to fight the signs of ageing, that is a battle no one can win!)
As Bridget Angear, joint chief strategy officer at Abbott Mead Vickers BBDO explains: “If you cant talk openly about something that is an integral part of who you are, it is not possible to be and do all that you want.”