“Menopause is not a dirty word.” Australian women's opinions about increased public attention to menopause

Abstract

Public narratives about menopause are framed by a range of stakeholders, who contribute to shaping women's experiences of and attitudes towards menopause. Research has provided an important focus on the range of narratives that are presented about menopause, particularly in the media. However, there is limited consideration of how women themselves view the new public focus on menopause. Using an online qualitative survey, this study sought to understand the views of n = 509 Australian cisgender women about - the new public attention to menopause, navigating menopause (mis)information, and the strategies that could be used to improve information and awareness raising. Reflexive thematic analysis was used to construct themes from the data. Participants perceived that increased public awareness to menopause was important in challenging stereotypes, stigma and shame, in normalising menopause and breaking intergenerational silence. However, there were concerns that those with vested interests were driving menopause narratives in a quest for profits. While participants acknowledged that misinformation created significant financial and emotional risks for women, some perceived that women should take personal responsibility for researching information and seeking medical advice. Participants advocated for an increased focus on the provision of credible, trustworthy, and accessible information - from governments, health professionals and services. This study provides new information about how women engage with public information about menopause. Ensuring the availability of independent, evidence-based information, and regulating commercial influence in health communication, are all critical steps as part of a comprehensive public health approach to supporting individuals during the menopause transition.