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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.
List of contents
Introduction: All change? The new climacteric market awareness
1. Menopause on the market: navigating the dualities of care and empowerment
2. Via Crucis of the Body: Clarice Lispector visits advertising
3. Intimate neoliberal violence and ungrievable meno bodies
4. Bytes of affect: unveiling the emergence of the responsible menopause consumer on social media
5. 'Holding on': postfeminist articulations of menopause in advertising
6. "I cannot let this happen to other people": on menopause advocacy, marketing and consumption with Kate Muir
7. Menopause in transition: science, equity, and the future of care
About the author
Jennifer Takhar is Associate Professor of Marketing at SKEMA Business School. 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. 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. She is a consumer ethnographer, focussing 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.
