{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,21]],"date-time":"2026-10-21T16:38:46Z","timestamp":1792600726403,"version":"4.5.0"},"reference-count":51,"publisher":"Oxford University Press (OUP)","issue":"5","license":[{"start":{"date-parts":[[2026,10,21]],"date-time":"2026-10-21T00:00:00Z","timestamp":1792540800000},"content-version":"vor","delay-in-days":50,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,9,1]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>A range of commercial actors actively shape how menopause is understood, experienced, and managed. While existing research highlights concerns about commercial influence, much less is known about how women themselves interpret, negotiate, and respond to these commercialized menopause environments. Using an online qualitative survey, this study explored the opinions of n = 362 Australian cisgender women (45\u201364 years) about the commercialization of menopause. Data were interpreted using a reflexive approach to thematic analysis, with three themes constructed from the data. (i) \u2018Commercialization as awareness raising, knowledge and choice\u2019\u2014in which women viewed the growing commercial interest in menopause as a positive development and evidence that women\u2019s experiences were being recognized. (ii) \u2018Profiting from gendered vulnerability\u2019\u2014where women felt that the rapid commercialization of menopause created at least some level of financial or emotional risk. They questioned whether commercial interests were genuinely motivated by concern for women\u2019s well-being, or financial gain. (iii) \u2018Navigating crowded menopause information environments\u2019\u2014in which women stated that the sheer volume of menopause content available online and particularly through social media platforms, often contributed to feelings of confusion, information fatigue, and disengagement. Commercial attention to menopause blurs the boundaries between information and marketing and shifts responsibility for navigating risk onto individuals. A critical approach to menopause must address the commercial systems that shape what women know, what they are encouraged to celebrate or fear, what they are invited to buy, and what forms of care and support are made available to them.<\/jats:p>","DOI":"10.1093\/heapro\/daag149","type":"journal-article","created":{"date-parts":[[2026,10,21]],"date-time":"2026-10-21T15:43:31Z","timestamp":1792597411000},"source":"Crossref","is-referenced-by-count":0,"title":["Australian women\u2019s perspectives on gendered vulnerability, commercial power, and resistance to the commercialization of menopause"],"prefix":"10.1093","volume":"41","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1427-7775","authenticated-orcid":false,"given":"Samantha L","family":"Thomas","sequence":"first","affiliation":[{"name":"Institute for Health Transformation, Faculty of Health, Deakin University , 1 Gerringhap St, Geelong 3320 ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2671-3511","authenticated-orcid":false,"given":"Simone","family":"McCarthy","sequence":"additional","affiliation":[{"name":"Institute for Health Transformation, Faculty of Health, Deakin University , 1 Gerringhap St, Geelong 3320 ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4259-6186","authenticated-orcid":false,"given":"Hannah","family":"Pitt","sequence":"additional","affiliation":[{"name":"Institute for Health Transformation, Faculty of Health, Deakin University , 1 Gerringhap St, Geelong 3320 ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0007-3797-7949","authenticated-orcid":false,"given":"Katrina","family":"Wood","sequence":"additional","affiliation":[{"name":"Institute for Health Transformation, Faculty of Health, Deakin University , 1 Gerringhap St, Geelong 3320 ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tina D","family":"Purnat","sequence":"additional","affiliation":[{"name":"Harvard Chan School of Public Health , Boston, MA ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sarah L","family":"White","sequence":"additional","affiliation":[{"name":"Jean Hailes for Women\u2019s Health , Melbourne ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3941-082X","authenticated-orcid":false,"given":"Martha","family":"Hickey","sequence":"additional","affiliation":[{"name":"Department of Obstetrics, Gynaecology and Newborn Health, University of Melbourne and the Women\u2019s Hospital , Melbourne ,","place":["Australia"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"286","published-online":{"date-parts":[[2026,10,21]]},"reference":[{"key":"2026102111432977200_daag149-B1","doi-asserted-by":"publisher","first-page":"00221465261446317","DOI":"10.1177\/00221465261446317","article-title":"Menopause: a sociological review","volume":"67","author":"Bell","year":"2026","journal-title":"J Health Soc Behav"},{"key":"2026102111432977200_daag149-B2","doi-asserted-by":"crossref","DOI":"10.1007\/978-3-319-69909-7_3470-2","volume-title":"Thematic Analysis: A Practical Guide","author":"Braun","year":"2022"},{"key":"2026102111432977200_daag149-B3","doi-asserted-by":"publisher","first-page":"daae049","DOI":"10.1093\/heapro\/daae049","article-title":"A critical review of the reporting of reflexive thematic analysis in Health Promotion International","volume":"39","author":"Braun","year":"2024","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B4","doi-asserted-by":"publisher","first-page":"399","DOI":"10.1080\/14780887.2024.2382244","article-title":"Reporting guidelines for qualitative research: a values-based approach","volume":"22","author":"Braun","year":"2025","journal-title":"Qual Res Psychol"},{"key":"2026102111432977200_daag149-B5","doi-asserted-by":"publisher","first-page":"641","DOI":"10.1080\/13645579.2020.1805550","article-title":"The online survey as a qualitative research tool","volume":"24","author":"Braun","year":"2021","journal-title":"Int J Soc Res Methodol"},{"key":"2026102111432977200_daag149-B6","doi-asserted-by":"publisher","first-page":"351","DOI":"10.1093\/jcr\/ucae057","article-title":"Gendered consumer responsibilization: the constitution of menopausal women as responsible feminine consumer subjects","volume":"52","author":"Corus","year":"2025","journal-title":"J Consum Res"},{"key":"2026102111432977200_daag149-B7","doi-asserted-by":"publisher","first-page":"1182","DOI":"10.1089\/jwh.2023.0185","article-title":"Identifying variables associated with menopause-related shame and stigma: results from a national survey study","volume":"32","author":"Dahlgren","year":"2023","journal-title":"J Womens Health (Larchmt)"},{"key":"2026102111432977200_daag149-B8","doi-asserted-by":"publisher","first-page":"162","DOI":"10.1080\/26895269.2024.2447785","article-title":"Reimagining menopause by expanding assumptions shaping research: a scoping review of gender and sexuality diverse people\u2019s experiences and expectations","volume":"27","author":"Drysdale","year":"2026","journal-title":"Int J Transgend Health"},{"key":"2026102111432977200_daag149-B9","doi-asserted-by":"publisher","first-page":"1732836","DOI":"10.3389\/frph.2025.1732836","article-title":"Experience of menopause across ethnic groups: mapping the evidence through a scoping review","volume":"7","author":"Endara-Mina","year":"2025","journal-title":"Front Reprod Health"},{"key":"2026102111432977200_daag149-B10","doi-asserted-by":"publisher","first-page":"e2616596","DOI":"10.1001\/jamanetworkopen.2026.16596","article-title":"Online menopause information\u2013seeking search patterns and commercial content over 2 decades","volume":"9","author":"Farina","year":"2026","journal-title":"JAMA Netw Open"},{"key":"2026102111432977200_daag149-B11","doi-asserted-by":"publisher","first-page":"1229","DOI":"10.1016\/S0140-6736(23)00011-9","article-title":"Commercial determinants of health: future directions","volume":"401","author":"Friel","year":"2023","journal-title":"The Lancet"},{"key":"2026102111432977200_daag149-B12","doi-asserted-by":"publisher","first-page":"984","DOI":"10.1016\/S0140-6736(23)02802-7","article-title":"Managing menopause after cancer","volume":"403","author":"Hickey","year":"2024","journal-title":"Lancet"},{"key":"2026102111432977200_daag149-B13","doi-asserted-by":"publisher","first-page":"947","DOI":"10.1016\/S0140-6736(23)02799-X","article-title":"An empowerment model for managing menopause","volume":"403","author":"Hickey","year":"2024","journal-title":"Lancet"},{"key":"2026102111432977200_daag149-B14","doi-asserted-by":"publisher","first-page":"242","DOI":"10.1080\/13697137.2025.2509254","article-title":"Menopause in low and middle-income countries: a scoping review of knowledge, symptoms and management","volume":"28","author":"Islam","year":"2025","journal-title":"Climacteric"},{"key":"2026102111432977200_daag149-B15","author":"Jean Hailes for Women\u2019s Health"},{"key":"2026102111432977200_daag149-B16","doi-asserted-by":"publisher","first-page":"1039","DOI":"10.1177\/13675494241287931","article-title":"Whose menopause revolution? Investigating the UK\u2019s \u2018Davina effect\u2019 and the contemporary menopause market","volume":"28","author":"Jermyn","year":"2025","journal-title":"Eur J Cult Stud"},{"key":"2026102111432977200_daag149-B17","doi-asserted-by":"publisher","first-page":"57","DOI":"10.1002\/ev.1459","article-title":"Qualitative and quantitative methods: when stories converge","volume":"35","author":"Kidder","year":"1987","journal-title":"New Dir Prog Eval"},{"key":"2026102111432977200_daag149-B18","doi-asserted-by":"publisher","first-page":"80","DOI":"10.1353\/jowh.2025.a952546","article-title":"Silent women sufferers: experiences of menopause in 1970s Britain","volume":"37","author":"Kirby","year":"2025","journal-title":"J Womens Hist"},{"key":"2026102111432977200_daag149-B19","doi-asserted-by":"publisher","first-page":"137","DOI":"10.1080\/10304312.2018.1547364","article-title":"Advertising menopause: you have been framed","volume":"33","author":"Krajewski","year":"2019","journal-title":"Continuum"},{"key":"2026102111432977200_daag149-B20","doi-asserted-by":"publisher","first-page":"343","DOI":"10.1080\/0267257X.2025.2475237","article-title":"\u2018Holding on\u2019: postfeminist articulations of menopause in advertising","volume":"41","author":"Mccartan","year":"2025","journal-title":"J Market Manage"},{"key":"2026102111432977200_daag149-B21","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1093\/heapro\/daad076","article-title":"Women and the commercial determinants of health","volume":"38","author":"McCarthy","year":"2023","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B22","doi-asserted-by":"publisher","first-page":"e005","DOI":"10.66534\/hp.2026.0005","article-title":"Applying a health equity lens to the commercial determinants of health: a critical review","volume":"1","author":"McNamara","year":"2026","journal-title":"Health Polit"},{"key":"2026102111432977200_daag149-B23","doi-asserted-by":"publisher","first-page":"daag074","DOI":"10.1093\/heapro\/daag074","article-title":"The illusion of empowerment: commercializing women\u2019s health in the digital age","volume":"41","author":"Nickel","year":"2026","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B24","doi-asserted-by":"publisher","first-page":"245","DOI":"10.1080\/0267257X.2025.2460197","article-title":"Menopause on the market: navigating the dualities of care and empowerment","volume":"41","author":"Onculer","year":"2025","journal-title":"J Market Manage"},{"key":"2026102111432977200_daag149-B25","doi-asserted-by":"publisher","first-page":"279","DOI":"10.1080\/14680777.2024.2409970","article-title":"How to tame your hormones: menopause rage in media discourse","volume":"26","author":"Orgad","year":"2026","journal-title":"Fem Media Stud"},{"key":"2026102111432977200_daag149-B26","doi-asserted-by":"publisher","first-page":"120","DOI":"10.1177\/09593535251388705","article-title":"\u201cMe. No. Pause.\u201d: anxieties and fantasies of aging and femininity in contemporary menopause advertising","volume":"36","author":"Orgad","year":"2026","journal-title":"Fem Psychol"},{"key":"2026102111432977200_daag149-B27","doi-asserted-by":"publisher","first-page":"338","DOI":"10.1177\/14647001231182030","article-title":"Mediating menopause: feminism, neoliberalism, and biomedicalisation","volume":"25","author":"Orgad","year":"2024","journal-title":"Fem Theory"},{"key":"2026102111432977200_daag149-B28","doi-asserted-by":"publisher","first-page":"519","DOI":"10.1177\/13675494231159562","article-title":"The menopause moment: the rising visibility of \u2018the change\u2019 in UK news coverage","volume":"27","author":"Orgad","year":"2024","journal-title":"Eur J Cult Stud"},{"key":"2026102111432977200_daag149-B29","doi-asserted-by":"publisher","first-page":"6763","DOI":"10.1111\/jan.70312","article-title":"\u2018Just put up with it\u2019: women\u2019s experiences of perimenopause and menopause","volume":"82","author":"Peters","year":"2026","journal-title":"J Adv Nurs"},{"key":"2026102111432977200_daag149-B30","doi-asserted-by":"publisher","first-page":"236","DOI":"10.1177\/20533691231186562","article-title":"Menopause in ethnic minority women","volume":"29","author":"Prasad","year":"2023","journal-title":"Post Reprod Health"},{"key":"2026102111432977200_daag149-B31","doi-asserted-by":"publisher","first-page":"daaf235","DOI":"10.1093\/heapro\/daaf235","article-title":"Trust is a verb: how to reimagine confidence in health systems","volume":"41","author":"Purnat","year":"2026","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B32","doi-asserted-by":"publisher","first-page":"daaf166","DOI":"10.1093\/heapro\/daaf166","article-title":"Health promotion in the algorithmic age: recognizing the information environment as a determinant of health","volume":"40","author":"Purnat","year":"2025","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B33","doi-asserted-by":"publisher","first-page":"daae150","DOI":"10.1093\/heapro\/daae150","article-title":"Conflicts of interest in submissions and testimonies to an Australian parliamentary inquiry on menopause","volume":"39","author":"Randle","year":"2024","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B34","doi-asserted-by":"publisher","first-page":"109002","DOI":"10.1016\/j.maturitas.2026.109002","article-title":"Menopause in context: embedded socioeconomic conditions and emerging challenges","volume":"211","author":"Riach","year":"2026","journal-title":"Maturitas"},{"key":"2026102111432977200_daag149-B35","doi-asserted-by":"publisher","first-page":"10793","DOI":"10.3390\/ijerph182010793","article-title":"Women\u2019s health in\/and work: menopause as an intersectional experience","volume":"18","author":"Riach","year":"2021","journal-title":"Int J Environ Res Public Health"},{"key":"2026102111432977200_daag149-B36","doi-asserted-by":"publisher","first-page":"92","DOI":"10.1080\/09589236.2025.2451202","article-title":"The menopausal subject at work: gendered embodiment and neoliberal management in the UK","volume":"35","author":"Rottenberg","year":"2026","journal-title":"J Gend Stud"},{"key":"2026102111432977200_daag149-B37","doi-asserted-by":"publisher","first-page":"1903","DOI":"10.1111\/gwao.13021","article-title":"Hot topic: examining discursive representations of menopause and work in the British media","volume":"30","author":"Rowson","year":"2023","journal-title":"Gend Work Organ"},{"key":"2026102111432977200_daag149-B38","doi-asserted-by":"publisher","first-page":"312","DOI":"10.1080\/0267257X.2025.2463496","article-title":"Bytes of affect: unveiling the emergence of the responsible menopause consumer on social media","volume":"41","author":"Schneider Dallolio","year":"2025","journal-title":"J Market Manage"},{"key":"2026102111432977200_daag149-B39","doi-asserted-by":"publisher","first-page":"2979","DOI":"10.1017\/jmo.2025.10060","article-title":"Identity regulation: the fine line of balancing menopause awareness and stigma","volume":"31","author":"Steffan","year":"2025","journal-title":"J Manage Organ"},{"key":"2026102111432977200_daag149-B40","doi-asserted-by":"publisher","first-page":"237","DOI":"10.1080\/0267257X.2025.2476834","article-title":"All change? The new climacteric market awareness","volume":"41","author":"Takhar","year":"2025","journal-title":"J Market Manage"},{"key":"2026102111432977200_daag149-B41","author":"Thomas","year":"2026"},{"key":"2026102111432977200_daag149-B42","doi-asserted-by":"publisher","first-page":"100634","DOI":"10.1016\/j.ssmqr.2025.100634","article-title":"\u201cMenopause is not a dirty word.\u201d Australian women\u2019s opinions about increased public attention to menopause","volume":"8","author":"Thomas","year":"2025","journal-title":"SSM\u2014Qual Res Health"},{"key":"2026102111432977200_daag149-B43","doi-asserted-by":"publisher","first-page":"daae061","DOI":"10.1093\/heapro\/daae061","article-title":"Methodological and practical guidance for designing and conducting online qualitative surveys in public health","volume":"39","author":"Thomas","year":"2024","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B44","doi-asserted-by":"publisher","first-page":"daae052","DOI":"10.1093\/heapro\/daae052","article-title":"(Re)framing menopause: a comprehensive public health approach","volume":"39","author":"Thomas","year":"2024","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B45","doi-asserted-by":"publisher","first-page":"69","DOI":"10.1191\/1478088704qp006oa","article-title":"Exploring the depilation norm: a qualitative questionnaire study of women\u2019s body hair removal","volume":"1","author":"Toerien","year":"2004","journal-title":"Qual Res Psychol"},{"key":"2026102111432977200_daag149-B46","doi-asserted-by":"publisher","first-page":"311","DOI":"10.1146\/annurev-psych-022123-110258","article-title":"Social media and morality","volume":"75","author":"Van Bavel","year":"2024","journal-title":"Annu Rev Psychol"},{"key":"2026102111432977200_daag149-B47","doi-asserted-by":"publisher","first-page":"74","DOI":"10.1080\/19460171.2025.2483537","article-title":"\u201cWomen are hard to study\u201d: US and UK national legislator discourse on menopause-related research","volume":"20","author":"Winett","year":"2026","journal-title":"Crit Policy Stud"},{"key":"2026102111432977200_daag149-B48","doi-asserted-by":"publisher","first-page":"daaf168","DOI":"10.1093\/heapro\/daaf168","article-title":"\u201cIt\u2019s all about the money.\u201d Australian women\u2019s perspectives about menopause and the commercial determinants of health","volume":"40","author":"Wood","year":"2025","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B49","doi-asserted-by":"publisher","first-page":"118681","DOI":"10.1016\/j.socscimed.2025.118681","article-title":"\u201cHiding symptoms and balancing work, family and relationships\u201d: Australian women discuss menopause and the midlife collision","volume":"387","author":"Wood","year":"2025","journal-title":"Soc Sci Med"},{"key":"2026102111432977200_daag149-B50","doi-asserted-by":"publisher","first-page":"daaf005","DOI":"10.1093\/heapro\/daaf005","article-title":"Women\u2019s experiences and expectations during the menopause transition: a systematic qualitative narrative review","volume":"40","author":"Wood","year":"2025","journal-title":"Health Promot Int"},{"key":"2026102111432977200_daag149-B51","doi-asserted-by":"publisher","first-page":"2709183","DOI":"10.1080\/09581596.2026.2709183","article-title":"\u2018A mix of challenges, surprises, and quiet strengths\u2019: Australian women\u2019s experiences of the menopause transition in the context of midlife","volume":"36","author":"Wood","year":"2026","journal-title":"Crit Public Health"}],"container-title":["Health Promotion International"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/academic.oup.com\/heapro\/article-pdf\/41\/5\/daag149\/72256625\/daag149.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/academic.oup.com\/heapro\/article-pdf\/41\/5\/daag149\/72256625\/daag149.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,10,21]],"date-time":"2026-10-21T15:43:32Z","timestamp":1792597412000},"score":1,"resource":{"primary":{"URL":"https:\/\/academic.oup.com\/heapro\/article\/doi\/10.1093\/heapro\/daag149\/8965118"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,9,1]]},"references-count":51,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2026,9,1]]}},"URL":"https:\/\/doi.org\/10.1093\/heapro\/daag149","relation":{},"ISSN":["0957-4824","1460-2245"],"issn-type":[{"value":"0957-4824","type":"print"},{"value":"1460-2245","type":"electronic"}],"subject":[],"published-other":{"date-parts":[[2026,10]]},"published":{"date-parts":[[2026,9,1]]},"article-number":"daag149"}}