A new Tena ad campaign, #LastLonelyMenopause, spotlights the realities of menopause and aims to shift the narrative by reframing the experience as a second coming of age. With little education around menopause stigma, many women are hesitant to seek the support they need.

Despite people having to work later into their lives, many Boomers and Older Adults still experience ageism in the workplace. By encouraging women to embrace their grey hair and celebrate the ageing process, Dove’s #KeepTheGrey campaign is tackling age-based stigma and stereotypes head-on.

Clearly Drinks has released a health-focused range of drinks specifically designed for menopause and pregnancy. In addition to broadening the potential applications of functional beverages, the launch shows how brands can help address issues that are rarely discussed in public.

With the unstoppable rise of Trinny London, and over-50s influencers hitting the million-follower mark, Boomers and Gen Xers looking for beauty tips and advice are disrupting the business. Now too hard to ignore, will beauty brands begin to recognise this overlooked audience?