The 'Menopause' Category.... & Swinging From the Chandelier

Mar 26, 2025

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Did you know that 1 billion women globally are menopausal at any given time?
Yet, until recently, the retail industry has largely overlooked this audience.
Well....that’s all about to change!

In this episode of Brand Growth Heroes, we explore the groundbreaking work of GenM, the menopause partner for brands and retailers, and its mission to reshape how women shop for menopause-friendly products.

Our latest #BGH guest, Heather Jackson (CEO and co-founder of GenM), is the unstoppable force behind GenM. She shares how GenM is pioneering the MTick accreditation—a universal shopping symbol that helps women find products proven to support their menopause journey. With major players like Tesco, Boots, Sainsbury’s, Unilever, and Procter & Gamble already on board, this is more than just a trend—it’s a retail revolution.

This episode explores how GenM convinced top retailers and brands to take menopause seriously and why menopause-friendly shopping is a permanent category, not a passing fad.

We discuss the commercial opportunity for brands that get it right, the science-backed credibility of the MTick accreditation, and the groundbreaking launch of Tesco’s first-ever permanent menopause-friendly aisle.

Heather shares eye-opening insights, including the startling reality that only 5% of women feel confident navigating menopause, and just 2% feel they are thriving. With 86% of women seeking non-HRT solutions, the demand for menopause-friendly products has never been greater.

Why You Should Listen: If you're a founder, brand leader, or retailer, this episode is a must-listen. The menopause market isn’t niche—it’s 20% of your customer base and finally getting the visibility it deserves.
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Useful Links:

Learn more about GenM and the MTIC accreditation
Follow Heather Jackson on LinkedIn

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!

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A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?

This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.