What’s behind the shift toward ‘healthy aging?’
31 Oct 2022
What’s behind the shift toward ‘healthy aging?’

As new communities flourish around shared experiences of previous taboo topics, culture is moving fast to destigmatize narratives around menopause. As women look to brands to offer more supportive and playful solutions, what can businesses do to avoid ‘menowashing’ narratives?

Sonsoles Gonzalez

Sonsoles Gonzalez was born in Caracas, Venezuela, where she spent the first 16 years of her career working at P&G. As a veteran in the beauty space, she became an entrepreneur and launched Better Not Younger, the first beauty brand to address the needs of women’s aging hair.

Bethan Cole

Bethan Cole is a fashion, health, and beauty journalist who has worked for British Vogue, Vogue Japan, and The Sunday Times, among others. She also edits a magazine for the healthy ageing platform Goldster and has consulted and written for brands including Chanel, Valentino, Giorgio Armani, and Aman hotels.

Jo Peters

Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.