The UK Government has appointed Mariella Frostrup as the new ambassador for menopause employment, highlighting the issue of ‘meno-washing’. But what exactly is ‘meno-washing’ and why is it significant?
Frostrup, a British-Norwegian journalist and TV presenter, is a staunch advocate for menopause awareness. She co-authored the book ‘Cracking the Menopause: While Keeping Yourself Together’ and fronted the BBC One documentary ‘The Truth About… The Menopause’. Additionally, Frostrup chairs the group Menopause Mandate, which provides support and guidance to women.
During a parliamentary committee appearance last year, Frostrup raised concerns about ‘meno-washing’ by the government, suggesting that it was prioritising superficial gestures over concrete actions concerning menopause and women’s rights.
In the context of employment, ‘meno-washing’ refers to when employers make empty promises of support for menopausal women without following through on those commitments. This can involve promoting menopause-related products or services without implementing effective policies or programmes to genuinely assist women experiencing menopause.
Experts like Kate Palmer, the director of employment services at Peninsula, emphasise the importance of not just talking about supporting menopausal employees but also taking tangible steps to provide necessary resources and accommodations. Deborah Garlick, CEO of Henpicked: Menopause In The Workplace, stresses that genuine change requires sustained effort and meaningful action to shift workplace culture.
Furthermore, ‘meno-washing’ extends to consumer brands that market products to menopausal women. Companies may use misleading or exploitative tactics to sell products that do not effectively address menopausal symptoms. It is essential for consumers to research products thoroughly and scrutinise marketing claims to avoid falling prey to deceptive practices.
By shedding light on ‘meno-washing’, Mariella Frostrup aims to drive meaningful conversations about menopause support in both the workplace and the consumer market. Her advocacy underscores the importance of authenticity and action in addressing the needs of menopausal women.