Research shows that 87% of menopausal women feel overlooked by retail brands while 90% wish brands would do more to support the menopause.

GenM is a menopause partner for more than 80 brands and launched the Awards in 2022 to recognise commitments to improving the menopause experience, whether through improving customer experience, innovative products, informative campaigns, or essential workplace initiatives.

The awards were judged by a panel of key specialists across the fields of politics, business and health, including Carolyn Harris MP (Chair of the All Party Parliamentary Group for Menopause).

GenM 2023 Awards retail winners

Boots was awarded the ‘Awareness Initiative of the Year’ award for its national awareness campaigns and ‘Partner of the Year’ for its wider commitment to menopausal consumers. The retailer is reportedly the first brand to launch the M-Tick (GenM’s menopause-friendly symbol) across 100s of products in 1000 stores and online, alongside its ‘one-stop shop’ approach to menopause support in-store and digital channels.

Other winners included Next, taking the ‘Driving Menopause Action in the Workplace’ prize for its internal initiatives; JD Williams as ‘External Brand Changing the Rhetoric’ for its campaign challenging midlife stereotypes; Holland & Barrett as ‘GenM Collective Partner of the Year’ for its nurse-run menopause helpline and commitment to supporting women of minority ethnic backgrounds; and QVC’s Tracey Cuckson as ‘Menopause Champion of the Year’ for her work advancing menopause support internally.

GenM co-founder Sam Simister commented: “With 15.5 million women in the UK in menopause at any given time, this vital audience deserves signposting to products, informative and uplifting campaigns and support in the workplace. They are increasingly demanding to be served.”

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GenM co-founder Heather Jackson added: “As the first point of menopause support for most, retailers have a crucial role to play in improving the experience for all. Brands have a clear role to play in this through normalising the conversation and improving the way we search, source and shop for products that support the 48 signs and symptoms of menopause.”

With over-55s being the fastest-growing segment of the UK population, better targeting these consumers will help brands across the retail industry reach new levels of growth.