With research* showing that 88% of women wish their workplaces were better set up for menopausal staff, global renal care provider, Diaverum, has joined GenM, the menopause partner for brands, as a Founding Partner.

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Diaverum joins over 40 household names and challenger brands committed to a series of actions to improve the experience for menopausal and perimenopausal women, as well as their support networks. These actions include better representing the menopause in everything, from workplace policies to products and services, marketing campaigns and conversations across society.

GenM, the menopause partner for brands, was co-founded by Heather Jackson and Sam Simister, two businesswomen who found the menopause hard to navigate and suddenly felt invisible to brands with whom they had built loyalty over the years. Together, they created GenM with a clear aim: to unite responsible brands and organisations to improve the menopause experience, normalise the conversation, and support under-served menopausal consumers and employees.  

GenM’s mission is an ideal fit for Diaverum; with its True care culture at the core of everything it does, the organisation is dedicated to not only to providing life-enhancing renal care to its patients, but also to looking after its employees. With over 73% of its workforce being female and with a presence spanning 24 countries, Diaverum, headquartered in Malmö, Sweden, is in an ideal position to make a positive impact on a global scale, by leveraging GenM’s research to amplify the conversation across geographies where menopause continues to be a taboo. 

Kirsty Bashforth, Chief Business Officer of Diaverum, said: “We are all about enabling fulfilling lives, so we are excited to sign up with GenM as founding partners. With this partnership, we aim to provide access to resources for the well-being of our own female staff worldwide, to advance health literacy for both men and women, enhance our inclusive work culture, and play our part in bringing menopause to the fore as a topic that deserves recognition, understanding and support”. 

The aim for Diaverum with this collaboration is to raise awareness around menopause by incorporating the topic into its annual well-being programme, with activities spanning across social, mental, intellectual and physical aspects. With a commitment of at least three years, its ambition is to take this time to truly normalise the conversation around the menopause.  Heather Jackson, co-founder of GenM, said: “The menopause is a pivotal journey in life that affects everyone either directly or indirectly, but few understand it or even know how to discuss it. This ignorance has fostered a culture where women feel unsupported, underprepared and afraid to speak out, especially in the workplace. It’s great to see Diaverum leading the change that millions want to see, supporting their staff and using their platform to help us to become a voice for the menopause that’s too loud to ignore.” 

*GenM Invisibility Report 



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Raising awareness around menopause