Alongside the likes of Boots, QVC, Holland & Barrett and Next, national retailer Sainsbury’s has joined GenM – the menopause partner for brands. The GenM Collective has around 80 brands on board as Partners, with Sainsbury’s being the first Big 4 supermarket to join. All GenM Partners are committed to better understanding and catering to menopausal consumers.
With exclusive research and a vibrant Partner network featuring some of the UK’s biggest and most exciting companies, GenM empowers brands to take the menopause seriously across all areas of business, from marketing to HR, merchandising to product development. GenM’s Partner brands are working to transform the experience for the menopausal market (set to hit 1 billion worldwide by 2025) through menopause-friendly products and services, improved signposting, and marketing campaigns.
GenM recently launched the M-tick, the world’s first recognisable menopause-friendly symbol. Similar to the vegan V, the M-tick aims to make it easy for consumers to find suitable products to ease, relieve and support any of the 48 signs and symptoms of menopause. Used across 100s of products on packaging, in-store marketing and online product pages, the M-Tick is currently deployed in 100s of Boots stores, with more national retailers set to launch imminently. More information on the M-Tick in Boots can be found here, while it is also used on products like collagen and incontinence underwear.
On their GenM partnership, Alex Jefferson, Sainsbury’s health & beauty category director, said: “Sainsbury’s are proud to be joining with GenM – the menopause partner for brands. GenM is transforming the menopause through empowering brands to understand, serve and support this audience. They are helping to make menopause support more visible for customers and to normalise the conversation surrounding the menopause. We are looking forward to partnering with GenM to improve the menopause experience for all.”
Heather Jackson, co-founder of GenM, says: “We are delighted to welcome Sainsbury’s to our Collective of 80 Partners, all committed to improving the menopause experience for all, including how we search, source and shop for menopause products. We created GenM to unite progressive brands and help them engage with the menopause in a purposeful way, working to drive real change for ‘the change’. As the first port of call for many, retailers play a huge role in supporting menopausal consumers.
“Sainsbury’s is a national institution and a huge part of so many of our lives – we are proud to be partnered with such an iconic brand, the first of the big 4 supermarkets to join us. We look forward to working together with Sainsbury’s to help them transform how supermarkets cater to menopausal consumers.”
