Women’s views on empowerment in menopause-related femvertising on social media

Belem Barbosa () and Ana Sofia Amorim
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Belem Barbosa: University of Porto, CEF.UP and LIAAD INESC TEC, School of Economics and Management
Ana Sofia Amorim: University of Porto, School of Economics and Management

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 4, No 1, 785-816

Abstract: Abstract This article aims to explore menopausal women’s views on empowerment in menopause-related femvertising on social media and to examine its outcomes for both women and brands. It includes a qualitative study comprising in-depth interviews with menopausal women who were active social media users (n = 15). The data were subject to content analysis using NVIVO software. The results reveal that menopause empowerment strategies on social media are perceived by women as a source of knowledge, facilitating social support, focusing on self-worth enhancement, and deconstructing stereotypes and taboos. Despite positive impacts such as self-esteem and self-confidence, these messages can also induce discomfort and feelings of segregation. Although the study highlights potential benefits for brands, including improved image and engagement, it also identifies risks such as skepticism, distrust, and customer loss. This research contributes to the femvertising and branding literature by addressing the largely overlooked segment of menopausal women. It highlights knowledge dissemination as a critical and previously underexplored dimension of femvertising and demonstrates that menopause empowerment carries distinct dynamics and consequences for both women and advertising brands, shedding light on the complexity of femvertising strategies. The findings can assist brands and social organizations aiming to develop more effective strategies for engaging menopausal audiences.

Keywords: Social media marketing; Cause-related marketing; Women empowerment; Femvertising; aging; menopausal women (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00445-w

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