The new vegan V: Menopause consumer experience revolutionised with launch of world’s first menopause-friendly symbol

In a game-changing moment for how menopausal consumers access products and services, GenM, the menopause partner for brands such as Co-op, Next and QVC, has made its world-first menopause friendly symbol available to its 70 partners.

The launch comes after a successful trial was carried out across Boots stores and boots.com last year. Boots is a GenM Founding Partner.

Named the M-tick, this menopause-friendly symbol is designed to clearly demarcate products and services that may help to support the 48 menopause symptoms such as brittle nails, fatigue, night sweats and joint pain. Similar to the vegan V or gluten-free labelling, the M-tick aims to make it easy for consumers to find suitable products, providing them with a wealth of choice to take control of their menopause in the way that best suits them. 

This initiative was developed in response to GenM research that shockingly revealed only one-third (36%) of menopausal women find it easy to navigate menopause-friendly products in-store. Additionally, nine in ten (91%) have never seen any marketing for them, and 90% wish brands were more inclusive to the menopause.

In October 2022, the first-of-its-kind M-tick launched in 500 Boots stores across the UK as well as on boots.com. This pioneering M-tick was applied to over 100 products and services available at Boots, including some of its popular own brand products.

Two thirds of GenM’s Partners – which include historic brands like Marks & Spencer and Co-op alongside innovative disruptors like FEWE and HotTea Mama – have the appropriate product ranges for the M-tick. Several partners are already working to implement the signage instore and online later in the year.

Heather Jackson, co-founder of GenM said: “We call menopause ‘the change’ because it can change everything when you go through it, from nutrition to cosmetics, and even the clothes you might wear. Many at this life stage are busy and time poor, so the symbol helps to signpost suitable products easily and simply. It’s also important to remember that, while HRT is a great option for some, it is not a silver bullet for menopause and it doesn’t work for everyone. In fact, GenM’s Opportunity Report revealed that 49% of menopausal women have no intention of taking HRT at all, so it is vital that those who don’t use it (for whatever reason) are also able to easily access helpful products.

“Look how much money and effort goes into catering to the vegan market – a lifestyle choice that makes up less than 4% of the UK – compared to the 20% of the population who are in menopause right now! This audience is just as deserving of signposting to products, informative and uplifting campaigns, and an improved customer experience. We founded GenM after beginning ‘the change’ and being shocked by the lack of information and support available from the brands around us. Two years on, it’s thrilling to see the amazing progress that is being made.”

Sam Simister, co-founder of GenM said: “We’re so grateful to our Founding Partner Boots for spearheading this industry-changing initiative, and we’re looking forward to seeing the fantastic progress that will be made by many more of our Partners as they begin to implement the M-tick in future, where relevant.

“Most people don’t need to go to the doctors during puberty. We all understand the hormonal and bodily changes of this period, and are aware that it might impact their mood and behaviour. It should be the same with the menopause – you and the people around you should be ready for it. My co-founder Heather always says, ‘you wouldn’t run a marathon in a pair of slippers!’ So why are we letting so many people enter the biggest marathon of their lives physically, mentally and emotionally unprepared? We’re proud to be partnered with 70 pioneering brands like Boots who are committed to playing their part in improving the menopause experience.”

GenM’s 70 brand Partners are united in their commitment to using their platforms to normalise the menopause conversation, and to improving the menopause experience for consumer and colleague alike. GenM supports these brands to put the menopause front and centre in all divisions of business from marketing to HR to comms to merchandising to new product development.