THE MIDLIFE REVOLUTION: 

Canadian Women’s Overlooked and Unadressed Journey Through Perimenopause and Menopause

A report in partnership with IDC Dermo

The Brand is Female, in partnership with IDC Dermo, has released a breakthrough report, The Midlife Revolution: Addressing the Unmet Needs of Women Experiencing Perimenopause and Menopause in Canada. This report, based on a comprehensive national survey of more than 1,000 women aged 40 and up, sheds light on the far-reaching impact of perimenopause and menopause on Canadian women, both in their professional and personal lives.

The findings reveal a striking lack of resources and support, with 96% of respondents indicating that they feel there is insufficient medical research on perimenopause and menopause. Cognitive changes were reported by 83% of women; three-quarters faced anxiety, and nearly half (46%) experienced depressionas a result of perimenopause or menopause, underscoring the urgent need for more comprehensive mental health, healthcare, and workplace solutions. This lack of resources contributes to a 14% drop in the number of working women in Canada between the ages of 45 and 59, compared to a 10% drop for men, emphasizing the need for more inclusive workplace policies. Additionally, 79% of women believe there are not enough consumer products specifically designed to address the needs of those going through perimenopause or menopause, further highlighting the opportunity for brands to meet this underserved market.

Addressing gaps across sectors:

The report provides actionable recommendations for employers, healthcare providers, and consumer brands, with a focus on five key pillars to drive systemic change and support women through perimenopause and menopause:

1. Enhanced medical research and healthcare solutions – Increasing funding for research on perimenopause and menopause while providing specialized medical training and better patient education.
2. Workplace support and flexible policies – Encouraging employers to adopt flexible work arrangements and offer tailored benefits to accommodate women’s symptoms, including cognitive changes and mental health challenges.
3. Tailored consumer products and services – Calling on consumer brands to innovate products that cater to the specific needs of menopausal women, from skincare and supplements to sexual wellness products.
4. Educational campaigns to reduce stigma – Launching public awareness campaigns to break the silence around menopause and ensure women feel informed and supported.
5. Comprehensive wellness programs – Recommending the creation of holistic wellness programs by employers and healthcare providers to address women’s physical, mental, and emotional health during these life stages.

A call to action:

This report highlights the shared responsibility of employers, healthcare providers, and consumer brands to address the unique needs of women during perimenopause and menopause. On the one hand, employers and healthcare providers are responsible for taking meaningful action by fostering awareness, providing flexible workplace policies, and offering specialized medical care. Normalizing open conversations about perimenopause and menopause is crucial to breaking down the stigma and ensuring women receive the support they need to thrive during these life stages. 

At the same time, there is an incredible opportunity for consumer goods brands to step up and meet women’s evolving needs. Women have expressed a clear demand for products that address the unique challenges of perimenopause and menopause, from skincare and supplements to cooling garments and sexual wellness products. Brands that innovate and create solutions tailored to this demographic will not only fill a glaring market gap but also play a pivotal role in improving the quality of life for millions of women. 

The Brand is Female and IDC Dermo urge these sectors to embrace the recommendations and take actionable steps toward creating more inclusive environments.