Amazon Alexa, Boots, Channel 4, Co-op: Inaugural menopause awards showcase the brands making a difference

by | Oct 16, 2022

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Channel 4, Royal Mail, Co-op, WW and Next are among the winners at the inaugural GenM Awards. A world first, the awards aim to celebrate the brands leading change for the menopausal consumers and staff alike, and were launched by GenM – the menopause partner for over 60 brands.

Among the award categories were ‘Outstanding Menopause Champion of the Year’ to Channel 4 for its ground-breaking menopause documentaries and internal menopause policies; ‘Break the Stigma’ to Boots for multiple initiatives including its Taboo Talk podcast and Menopause Bus roadshow in partnership with ITV’s This Morning; ‘Outstanding Brand of the Year’ to Amazon Alexa for incorporating menopause support functionality into Alexa devices; and ‘Best Menopause Signposting’ for No7’s menopause skincare campaign.

GenM’s Invisibility Report shows that 87% of menopausal women feel overlooked by brands and society, while a huge 90% want companies to do more to improve the menopause experience. Awareness is also lacking as a shocking 51% of women can only name three of 48 potential menopause symptoms. These awards focus on the work being done to improve the menopause experience as a whole, whether through innovative products, informative campaigns or essential workplace initiatives.

The 16-strong judging panel of medical professionals, campaigners, brand and policy experts included Carolyn Harris MP (Chair of the All-Party Parliamentary Group on Menopause), ITV’s This Morning GP Dr Nighat Arif, fashion creative Karen Arthur, and Vanessa Vallely, CEO of We Are The City professional women’s network.


Heather Jackson, co-founder of GenM said, “The menopause isn’t simply a medical issue, a workplace issue or even a gender issue. Half of the world goes through this transition and it impacts everyone. We all have a role to play, and yes that includes brands and organisations. Look how much money and effort goes into catering to the vegan market – less than 4% of the UK – compared to 20% of the population who are currently in menopause! This market deserves signposting to products, informative and uplifting campaigns, and support in the workplace. Brands need to see the menopause as a holistic issue that impacts every area of business – consumers and colleagues alike. We’re pleased to see these great companies using their platforms and resources to do this.”

Sam Simister, co-founder of GenM said, “Our ground-breaking Opportunity Report shows that most businesses sideline the menopause as a HR or D&I issue, but the responsibility of understanding the menopause should be shared across all departments. There has rightly been much attention on what is lacking in the menopause space, but it’s also important to recognise the amazing progress that has been made. Research shows that those in menopause are crying out for support and it is so exciting to see progressive and forward-thinking brands stepping up to provide it. We want to say congratulations to all our winners and a huge thank you to our judges.”

Carolyn Harris MP said, “I was delighted to be invited to judge the GenM Awards! I was blown away by the quality of entries and it’s staggering to see the amazing progress that has been made in a relatively short amount of time. I’m looking forward to seeing the great steps that will continue to be made in future.”



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