Six ways to stop bone loss during the menopause transition

by Dr. Susan E. Brown, PhD

• Make nutrition your first priority
• Preserve and build muscle mass
• Balance your hormones
• Take care with weight loss
• Decrease inflammation and improve digestion
• Reduce physical and emotional stress

You’ve probably heard that women are prone to losing bone during menopause. For the most part, nature has provided healthy women with ample bone mass to accommodate this perimenopausal and menopausal bone loss, but some women can end up with dramatically less bone mass than when they began the transition — up to 20% for a few women I see at the Center for Better Bones.

Our bones naturally break down and rebuild themselves on a daily basis, and until women reach the age of 30, the building of bone outweighs breakdown. Shortly after peak bone mass is reached — somewhere around our 29th birthday — we begin to lose bone density. This loss seems to accelerate in many women during the menopause transition. And for many years, the medical and research community blamed estrogen. But as it turns out, estrogen is not the only factor responsible for bone health during the menopause transition. Neither is calcium for that matter. The truth is, finding one definitive cause for thinning bone during menopause is unrealistic. Bone mineral density loss during menopause depends on a combination of factors.

The good news is that in most cases, accelerated bone loss slows down within five to seven years after your last period. So the window of time we are most concerned about is the few years before and the few years after your last period. There is also a lot you can do to preserve your bone density — or even increase it — during this time.

Let’s take a look at how you can keep your bones strong and healthy through menopause so you can give yourself the best possible foundation for the second half of your life!

#1: Make nutrition your first priority

There are at least 20 key nutrients that are required for optimal bone health. A balanced diet containing a range of vegetables and fruit, whole grains, seeds and nuts, and lean protein will help supply these nutrients, while supporting the body’s acid-alkaline balance.

Many of us in the US are suffering from chronic low-grade metabolic acidosis because of our diets. Foods like excess animal protein, refined grains, excess sugar, sodas, and preservatives can cause the pH in our blood and tissues to become slightly more acidic than is optimal. And when this happens the bones release their alkalizing mineral compounds into the blood to “rescue” our all-critical pH balance. This happens at the expense of bone mineral density and maintaining the living bone protein matrix. Eating more alkalizing fruits and vegetables and less acidifying animal proteins, grains, and processed foods can prevent your body from drawing on mineral reserves stored in your bones to offset a highly acidifying diet.

Since no diet is perfect, I also recommend women take a high-quality supplement specifically formulated for bone health to fill any nutritional gaps. It’s important to understand that micronutrients interact with each other and that simply taking one, such as calcium, is never as helpful as getting a well-rounded nutrient base. That being said, menopausal women should pay special attention to increasing vitamin D and vitamin K intake. Here are some of the reasons why:

Vitamin D. Adequate vitamin D levels are critical for us to absorb calcium in our intestines and to metabolize calcium throughout life. Without enough vitamin D, less than 10% of ingested calcium may be absorbed. The role vitamin D plays in menopause is very clear. As estrogen levels drop, the bone breakdown hormone known as parathyroid hormone tends to increase. Vitamin D has been shown to limit the rise in parathyroid hormone and, in turn, limit bone breakdown.

Unfortunately the majority of Americans are deficient in vitamin D. Aside from compromising bone, low vitamin D levels are linked to life-threatening diseases like cancer, diabetes, and heart disease, as well as other conditions like depression and circulatory disorders. Simply exposing the skin to full sun triggers vitamin D production in the skin.

But there is no guarantee you will achieve adequate vitamin D levels without appropriate supplementation. In my office I have seen remarkable variation in my patients’ levels of vitamin D, so I always suggest that everyone has her vitamin D level tested. Optimal levels are between 50–60 ng/mL. Testing is the only way to really know if you have enough of this life-saving nutrient. Recent research suggests an ideal intake of 2000 IU vitamin D3 daily for the average person.

Vitamin K. Along with D, vitamin K has very recently been recognized as essential to bone health, and many, if not most, menopausal women in America are deficient in it. Vitamin K is a key player in the formation of the bone protein osteocalcin and the binding of calcium to the bone matrix. It also limits how much calcium we excrete in our urine. Vitamin K has been associated with higher bone mineral density, reduced bone breakdown, and lower risk of fracture. During the early stages of menopause, vitamin K metabolism is altered in many women, and intake may need to be increased during this transition.

Ovary removal may be associated with an even greater reduction in vitamin K status than natural menopause. A 2006 study found that after ovary removal, the concentration of undercarboxylated osteocalcin (an inactive form of osteocalcin) increased quickly, suggesting that there wasn’t enough vitamin K on board to carboxylate and activate the protein. Thus scientists now suggest that the need for vitamin K is higher in both natural and surgical menopause.

I encourage you to increase your intake of both vitamins K1 and K2 (also known as MK-7) during the menopausal transition because I’ve seen what a difference it makes. For added vitamin K in food, see the list at left. If you are wisely thinking of supplementing with vitamin K, your bones will benefit most from the form of vitamin K2 known as MK-7 (menaquinone), so look for this to be included in your bone health supplement. At the Center for Better Bones, we are conducting a clinical trial using MK-7 to halt menopausal bone loss. Our preliminary results look promising, and I’ll keep you informed about our vitamin K / MK-7 research as we complete this exciting study.

#2: Preserve and build muscle mass

Like our bone mass, our muscle mass generally reaches its peak in youth, then progressively decreases as we age. By the time women are transitioning through menopause, they have been steadily losing muscle since around the age of 30 — unless they’ve made an ongoing effort to maintain muscle strength. This makes it more important than ever to exercise during the years leading up to and right after menopause.

We’ve known for a long time that exercise helps to build bone. After all, our bones adapt to the stress we put on them, so the more we use them the stronger they become. This is somewhat more difficult for women in perimenopause and menopause because of the other stressors their bodies are dealing with and the tendency to lose bone rather than build it. But intensive strength training allows many women to regain bone as they build muscle. Exercise studies show that women in early post-menopause can not only maintain, but gain an average of 1.5% in bone mineral density in as little as nine months with rigorous strength-training regimes — a far cry from the 2% of lost bone that might otherwise occur.

Even simply doing aerobic exercise three times per week for half an hour, or a regular practice as gentle yet powerful as Pilates, can do wonders for preventing bone loss. If you’re interested in learning more about strength training for your bones, you can take a look at Miriam Nelson’s book, Strong Women, Strong Bones, or Wayne Westcott’s Strength Training Past Fifty.

#3: Balance your hormones

Researchers always assumed the main reason for bone loss after menopause was a lack of estrogen — and estrogen does play a large role in bone health. For starters it can preserve calcium in the body by increasing our ability to absorb it in the intestine. It also prevents bone breakdown (resorption) by limiting parathyroid hormone, the hormone primarily responsible for releasing calcium from bone into the bloodstream, and by stimulating osteoprotegerin (OPG), a potent inhibitor of bone resorption. These are some of the reasons why millions of women were put on hormone replacement therapy after menopause.

But when scientists took the trouble to study the stage immediately before menopause — known as perimenopause — they found that a great deal of bone loss occurs in women before their last period. This complicates things, because women are known to have a rollercoaster ride of spikes and dips in estrogen levels combined with low progesterone levels during perimenopause. So the cause and effect relationship between estrogen and bone loss becomes less definitive.

Over the years, noted Canadian endocrinologist Dr. Jerilynn Prior and others have conducted research on the effects of progesterone on bone. Progesterone, in many cases, is the hormone to decrease first in the perimenopause transition. Dr. Prior’s work shows that progesterone and our bone-building cells, called osteoblasts, have a complex relationship and progesterone may help build bone, although others have had different results. There is also recent evidence showing that a natural increase in follicular stimulating hormone (FSH) during perimenopause may be linked to perimenopausal bone loss.

It’s clear that our sex hormones have an impact on the way our bones remodel themselves. During menopause these hormone levels are likely to change, with a consequent effect on bone building. But this does not mean you should turn to hormone replacement therapy, especially given the health risks of HRT. Mother Nature didn’t plan for our bodies to maintain reproductive levels of estrogen and progesterone throughout life, and your bones don’t require them to stay healthy. All things in life are cyclical, including our hormones, and the body can adapt. We just have to take care to support it in the transition.

You can do this in many ways, one of which is by eating a well balanced diet full of fresh whole fruits and vegetables, high-quality protein and fats. Herbal therapies (phytotherapy) can also gently help your body restore its hormonal balance.

#4: Take care with weight loss

Many women are surprised to hear that losing weight can be a significant risk factor for bone loss in perimenopausal and recently menopausal women. It’s not that weight loss is itself necessarily unhealthy — if you’re overweight or obese, it’s still a good idea to address the health issues that have led to your excess weight. But the methods you use to lose weight are very important, and I would caution all women who plan to lose weight during the years leading up to and right after the menopausal transition to take rigorous steps to protect their bones.

Researchers all around the world have noticed that the combination of low weight and advancing age are the most important risk factors for determining low bone density. In fact, if a practitioner does no other tests or screening at all, she can predict who is likely to have low bone density simply by looking at age and weight. And when postmenopausal women lose weight, they tend to lose bone. The numbers indicate that a 10% loss in body weight will give you about 1% loss in bone mass.

We’re not entirely sure why women lose bone when they lose weight. More research is needed in this area, but here are some possibilities. First, simple physics tells us that women who are thin have less weight to carry around, and therefore the everyday force of impact placed on their bones is lower than what an average or overweight woman sustains — so their bones receive fewer signals to regenerate in the course of daily life. Second, weight loss causes the release of bone-detrimental toxins that have accumulated in fat cells over the years. Third, fat cells are secondary producers of estrogen, which helps protect against bone loss.

Personally, my favorite theory is that our prevalent chronic low-grade metabolic acidosis is worsened by calorie restriction, high animal protein and/or high fat diets leading to a loss in the urine of calcium and other bone nutrients. Ultimately, how you lose weight is a key factor in whether your weight loss improves your health (see our articles on healthy weight for more information).

Data from a large, six-year study done in Scotland showed that Caucasian women (already at higher risk for low bone density than other ethnicities) who lost weight in the stage leading up to menopause and shortly thereafter lost greater bone density than participants who did not lose weight during this time. Although it was the change in weight rather than low weight per se that was associated with loss of hip bone mineral density, lower weight at follow-up was associated with greater loss of spinal bone, suggesting that both low weight and losing weight result in lower bone density overall.

What all this means in sum is that women approaching menopause who want or need to lose weight should do so in a thoughtful, planned way that is targeted toward improving their whole health so they don’t lose bone along with the weight. Nutritional support during your weight loss is key: a healthy diet and appropriate nutritional supplements are important. If you plan to lose weight during the menopause transition, be sure to do the following to protect your bones:

• Engage in healthy exercise that builds muscle. Some examples include weight-training, yoga, qi gong, t’ai chi, and Pilates.
• Decrease your body’s acidity by following an alkaline diet.
• Supplement with the 20 key bone-building nutrients.
• Get your vitamin D levels tested and supplement with vitamin D and K as needed.

#5: Decrease inflammation and improve digestion

Chronic inflammation has very recently been discovered as another factor in bone loss. Our bodies become “inflamed” when they are reacting to a situation that calls for the activation of the immune system, such as an injury or disease. Persistent exposure to food allergies or a generalized deficiency in healthy gut bacteria can also lead to chronic inflammation in the body. And when inflammation starts in (or is centered around) the gut, it can affect our ability to absorb bone-building nutrients.

Interestingly, our bone breakdown osteoclast cells share a common precursor with immune cells. Consequently, when the immune system is recurrently activated, the body overproduces bone breakdown cells, and bone is broken down more readily than it would be otherwise.

Inflammation’s harmful effects on bone tend to accelerate during menopause for two reasons. First, estrogen has a natural anti-inflammatory effect, and during menopause estrogen levels decline. Second, as we age inflammatory free radicals and oxidative stress accumulate, which increases bone breakdown and lowers bone mineral density.

There are useful ways to lower your inflammation that can definitely serve your bones. Solving gastrointestinal problems is a good place to start, since soothing an irritated GI tract could help reverse inflammation throughout the body. Pay close attention to how you feel after each of your meals and see if any particular foods evoke a negative response. Sugar, caffeine, and refined carbohydrates tend to increase inflammation (and blood acidity), and foods like wheat, dairy, soy, nuts, and eggs also are common irritants. Daily omega-3 fatty acids have been shown to decrease inflammation, as has an alkaline diet. Turmeric and ginger have also historically been used to calm the immune system. (See our article on inflammation and bone loss to learn more.)

#6: Reduce physical and emotional stress

There is an old saying that osteoporosis is common in thin, worried women. I’ve seen how worry and stress can compound bone loss in many women. Our bodies are under enormous physical stress during any hormonal transition — whether it’s puberty, pregnancy, or menopause. And the emotional stress that comes along with these transitions can add to the burden. Stress causes us to release higher levels of the fight-or-flight hormone cortisol, which in turn may lead to increased programmed cell death, or apoptosis, in our bone-building osteoblast cells.

Cortisol can weaken the bones and cause all kinds of other problems in our bodies when sustained at high levels over the years. Because our bodies are particularly stressed during the menopausal transition, it’s really important to incorporate stress reduction into our lives. At the clinic, we commonly find a connection between poor bone health and level of emotional support — when a patient has osteoporosis or osteopenia, it’s often the case that her low bone density mirrors a similar lack of solid support in her home life. So techniques to improve your emotional well-being are crucial in countering bone loss. My patients find meditation, yoga, t’ai chi, qi gong and other mind-body practices helpful in countering stress. T’ai chi, yoga, and qi gong are especially helpful because they facilitate stress reduction, build bone, strengthen muscles, and improve balance to prevent falls.

Stress can also stem from unresolved emotional issues that require more than the common forms of stress relief. You might also explore the possibility that stress may stem from a poor diet, food allergies, or prescription medication. The point is, stress reduction is an important factor that women often forego in the midst of their busy lives, and for the sake of their bones (as well as overall health) it shouldn’t be ignored.

An entry way for the healthy years to come

Menopause is a time for many women to rethink their roles and their lives in general. If bone health is a concern for you during this time you can transform this concern into a “window of opportunity” to improve your bones and improve your health overall. Poor bone health is a marker of systemic problems that affect the whole body, so the natural, life-supporting changes you make to strengthen your bones will help provide a sound foundation for a long and active life.

You don’t have to lose excessive bone during the menopausal transition or suffer from dangerous fractures in old age. Once you understand how to support your bones during this period of life, you have the power to work with nature to build and maintain strong bones. Hormone replacement and prescription drugs like Fosamax and Actonel are always a last resort in the Personal Program for Better Bones, because our bodies have the innate wisdom and the power to maintain lifelong healthy bones when we give them the right support.

Our Personal Program for Better Bones is a great place to start

The Personal Program for Better Bones promotes natural bone strength and regeneration with nutritional supplements, our exclusive bone builder formula, dietary and lifestyle guidance, and optional phone consultations with our Nurse-Educators. It is based on over 25 years of research and experience and has helped thousands of women reclaim their bone health.

• To learn more about the Personal Program for Better Bones, go to How it works.
• To choose the version of the Program that’s right for you, go to Compare plans.
• To assess your bone health and fracture risk, take our free Bone Health Profile.
• To start taking control of your bone health today, sign-up for a risk-free trial.

If you have questions, don’t hesitate to call us toll-free at 1-800-685-3275. We’re here to listen and to help.

Revealing your hidden stressors — the Women to Women Stress Audit

• The three stages of stress
• Large stress, small stress — it’s all stress
• How to reduce stress
• The Women to Women Stress Audit
•
Question: which of the following can cause physical, emotional, or mental stress?

A. Chronic pain
B. Inadequate diet
C. Allergies
D. Skimpy sleep
E. All of the above
B.
Answer: E, of course!

As you can imagine, the lengthy list of possible stressors is getting longer due to our changing world and hectic, modern lifestyle habits. But it isn’t only challenging events and conditions that cause stress. It is also our perceptions about events or conditions that can set off the stress response with such gusto. This understanding of stress helps shed light on the incredible power that our minds have over our health and well-being.

When we perceive something as threatening — at least on some level — it triggers our stress response, a mechanism that is intended to temporarily help protect us from physical harm. If you perceive something as stressful, and that perception lasts and lasts, your body will continue to prepare for an emergency. It’s the ongoing “survival mode” status that can cause many unpleasant physical and emotional symptoms.

You should know that sometimes the greatest source of perceived stress can be your own personal story. Your emotional composition — which starts in utero before you are even born — can directly influence what your body interprets as stress. When something happens in your life that connects in some way to your history, it can generate an immediate stress response that is, in many ways, automatic. And you may not even be aware of it.

But while you can’t relive your childhood or change what happened when your mother was pregnant with you, you can begin to understand more about why something is particularly stressful for you. That makes it more likely that you will then be able to find ways to soothe your reactions to stress.

What happens to the human body during the three stages of stress?

It’s interesting to note that there was no universally accepted word for “stress” until 1936, when Canadian physician and researcher, Dr. Hans Selye, who had been studying the concept, identified the three universal stages of stress:

1. Alarm — with the first whiff of possible danger, your body prepares for “fight or flight” by redirecting all energy from normal functioning into survival, pure and simple. At this point, the adrenal glands get the signal to produce and send out an initial surge of “stress hormones.” These hormones — including cortisol — tell your body to get ready for an emergency. Among other changes, your heart rate and blood pressure increase to help you flee if necessary.

2. Resistance — if the perception of stress continues, your body enters a second stage that allows your hypothalamus, pituitary gland, and adrenal glands (the HPA axis or loop) to pulse out a more consistent supply of stress hormones. Stress hormone levels will remain high to help the body handle what it interprets as an ongoing threat to survival. This occurs even if the perceived stress is triggered by something that is not life-threatening, like a problem at work or a difficult relationship with a family member.

3. Exhaustion — if the perceived stress is unrelenting, your body eventually reaches a point when it can’t keep up with the ongoing physical demand of making and delivering high levels of hormones. The adrenal glands begin to give out. Other important functions — including those related to the immune system — are compromised and may begin to generate secondary problems. At this point, you’ve begun to notice symptoms and your overall health is affected.

After a stress event, your body wants to recover quickly and return to normal (homeostasis). But even if you may not be aware that it’s still going on, your body and mind can continue to perceive stress, long after the event is over and feelings of nervousness or tension have passed.

That perception can keep pushing the “on” button of your stress response, which can eventually force your body, and particularly your adrenal glands, into a state of fatigue or imbalance, and even exhaustion. The symptoms of adrenal imbalance are very disruptive and include fatigue, insomnia, weight gain, depression, hair loss, acne, food cravings, and more.

To your body, there is no such thing as “just stress”

Beyond the most apparent stress-creating events, such as job loss, serious injury or illness, physical or emotional abuse, neglect, or trauma, hidden stressors may also be lurking in your daily life. Even if you consider a worry or concern “minor” in comparison to the bigger, more overt types of stressors, these everyday bits and pieces of stress can still be destructive to your health and well-being.

“If you ask me what is the single most important key to longevity, I would have to say it is avoiding worry, stress, and tension. And if you didn’t ask me, I’d still have to say it.”
George Burns, 1896-1996
American comedian

We talk to many women who are experiencing the emotional and cognitive effects of stress — fuzzy thinking, forgetfulness, fatigue, and headaches. What we’ve noticed is that these women often blame themselves for these feelings, mistakenly believing that their symptoms are signs of weakness, rather than indications of an over-stressed life. But perceived stress is a very personal problem. What causes stress for you might not do the same for someone else.

Even low-grade worry and anxiety can keep your body’s stress response in high gear. In some ways “minor” stressors may be even more harmful because you’re often not aware of them. But these fragments of stress that you carry around every day may be causing symptoms and chipping away at your sense of emotional well-being.

Is it even possible to reduce stress in your life?

Revealing your own hidden sources of stress can help you determine if daily habits and patterns may be affecting your emotional health right now. Since perceived stress is highly individual, only you can identify the true sources of stress in your life. And it’s also up to you to take action to reduce, manage, or eliminate these everyday stressors.

Consider these ideas and practices to help lower the level of stress in your life:

• Become aware of your expectations concerning other people in your life, as well as events and experiences. When you allow your expectations to be realistic, it’s less likely that you’ll be disappointed. That can help prevent stress in the first place.
• Accept that there are many aspects of life that you cannot change, especially when it comes to other people. Practice letting go, mentally and emotionally, of things that are out of your control. (And it does take a lot of practice!)
• Improve communication with family, coworkers, and friends to help reduce possible misunderstandings. The phrase “being on the same page” has become a cliché for a reason: when you share an understanding with another person, it can help your life run more smoothly.
• Pay attention to any habits and patterns in your life that might feed stress and its effects. Sometimes we just get used to life as it is, and feel that our patterns are “etched in stone” and we can’t change them. But if we become more conscious of our routines and tendencies, we can often see more clearly how we can modify our habits in order to generate less stress.
Introducing the Women to Women Stress Audit to help identify hidden stressors in your life

We’ve created the Women to Women Stress Audit to help you become more aware of the worries and concerns that might be secretly causing you stress. Uncovering these stressors can be an enlightening experience that can help tamp down your emotional responses to stress. And it can open up new ways of thinking about how you live each day. You may even realize that you can completely eliminate certain stressors quickly.

While it’s impossible to get rid of all the stress in your life you can find ways to manage it more effectively and maybe even to use it to your advantage. Even Dr. Hans Selye — the man who coined the term “stress” —knew it was possible to turn stress around. He said, “Adopting the right attitude can convert a negative stress into a positive one.”

The Stress Audit is an opportunity to find out if certain ongoing, everyday tasks may cause you to carry around worry, concern, and stress without knowing it. Each of your responses on the audit will be assigned a number value and your “score” will be tallied at the end to help classify your level of stress.

Note: the audit is not intended to chart stress associated with severe past trauma, neglect, and abuse, all of which are usually obvious sources of stress. These often require professional help for healing and stress management.

I have never really been a card-carrying feminist, nor has my gender been a barrier to my success in the public relations industry. But I’ve not been blind to the fact that a lot has changed in the last few decades, and I think Gloria Steinem was spot-on when she wrote years ago that we’d never solve the feminization of power until we solve the masculinity of wealth.

Well, I’d say we’re just about there, because women are controlling the use of more money than at any point in U.S. history.

I was fascinated by these statistics:

• Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the nation’s financial wealth. – MassMutual Financial Group, 2007
• Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with. – Claire Behar, Senior Partner and Director, New Business Development, Fleishman-Hillard New York

Marti Barletta, author of Marketing to Women, documented the following trends regarding women in the consumer marketplace:

• Women influence 95% of all purchases and control 80% of all household spending.
• Buying the “small stuff” has always been in the woman’s domain. Part of her domestic duties as wife and mother has been to keep the family healthy, warm, and well-nourished. From the family meal to the family doctor, from shirts for her husband to shoes for her kids, chances are those choices have always been hers. What many marketers haven’t caught onto yet, though, is that women’s spending power now extends far beyond shoelaces and shirts.
• In the past, the big-ticket items like cars, insurance policies, and major appliances were historically bought by – and therefore marketed to – men. Things have changed! Nowadays, women need their own cars, their own computers, their own cell phones, and their own investment accounts – among many other new big-ticket items – and so manufacturers are facing a whole new market.

So it’s clear that women are gaining ground in controlling consumer purchases, and savvy marketers are taking note. For instance, have you seen any Home Depot commercials lately? Ten years ago, it was all lumber, power tools and men moving large things. Today’s current campaign features a married couple looking for light bulbs who ultimately wind up getting advice from a Home Depot salesman on how to redecorate their patio. A little less testosterone, for sure.

Something else struck me, and although it’s minor, it’s very telling. Until about 15 years ago, most cars came with a courtesy mirror only on the passenger side, never on the driver’s side. The assumption was that the men drove, while the women sat in the passenger seat, freshening up their makeup. Today, most cars come with courtesy mirrors on both sides, standard. Since I can’t recall the last time I didn’t do my makeup in the car, that little mirror on the visor beats the heck out of juggling a compact mirror and mascara tube in one hand, and the mascara wand in the other. Clearly carmakers finally caught on that women drive as many car purchases as men, if not more.

At the end of the day, whether you market cars, power tools or anything in between, if you ignore women as you craft your message and go to market, you’re likely losing sales and steam. Some women are steering the boat independently, some are decision makers in navigating it, and regardless we need to be aware of their influence.

If you are interested in targetting women with your promotion, one of the best ways to do that is through the media. If you’re ready to get booked as a guest on a TV or radio talk show, or get print coverage, please call or email us right away. My partner, Steve Friedman, and I, along with our staff of PR professionals, have been promoting authors for 20 years, and we can help you.

Plus, I think you’ll be interested to learn that our fees are performance-based, which for example simply means that if you pay us to book you on 30 radio interviews in top 100 markets, you get booked on 30 radio interviews in top 100 markets, with similar fee structures for TV and print. Media is guaranteed with our firm, which is very different from how traditional retainer-based PR firms operate.

Feel free to explore the possibilities with Steve; he can be reached by email at steve@emsincorporated.com, or call him directly at 727-443-7115, ext. 202. We’d love to hear from you!

I have never really been a card-carrying feminist, nor has my gender been a barrier to my success in the public relations industry. But I’ve not been blind to the fact that a lot has changed in the last few decades, and I think Gloria Steinem was spot-on when she wrote years ago that we’d never solve the feminization of power until we solve the masculinity of wealth.

Well, I’d say we’re just about there, because women are controlling the use of more money than at any point in U.S. history.

I was fascinated by these statistics:

• Senior women age 50 and older control net worth of $19 trillion and own more than three-fourths of the nation’s financial wealth. – MassMutual Financial Group, 2007
• Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with. – Claire Behar, Senior Partner and Director, New Business Development, Fleishman-Hillard New York

Marti Barletta, author of Marketing to Women, documented the following trends regarding women in the consumer marketplace:

• Women influence 95% of all purchases and control 80% of all household spending.
• Buying the “small stuff” has always been in the woman’s domain. Part of her domestic duties as wife and mother has been to keep the family healthy, warm, and well-nourished. From the family meal to the family doctor, from shirts for her husband to shoes for her kids, chances are those choices have always been hers. What many marketers haven’t caught onto yet, though, is that women’s spending power now extends far beyond shoelaces and shirts.
• In the past, the big-ticket items like cars, insurance policies, and major appliances were historically bought by – and therefore marketed to – men. Things have changed! Nowadays, women need their own cars, their own computers, their own cell phones, and their own investment accounts – among many other new big-ticket items – and so manufacturers are facing a whole new market.

So it’s clear that women are gaining ground in controlling consumer purchases, and savvy marketers are taking note. For instance, have you seen any Home Depot commercials lately? Ten years ago, it was all lumber, power tools and men moving large things. Today’s current campaign features a married couple looking for light bulbs who ultimately wind up getting advice from a Home Depot salesman on how to redecorate their patio. A little less testosterone, for sure.

Something else struck me, and although it’s minor, it’s very telling. Until about 15 years ago, most cars came with a courtesy mirror only on the passenger side, never on the driver’s side. The assumption was that the men drove, while the women sat in the passenger seat, freshening up their makeup. Today, most cars come with courtesy mirrors on both sides, standard. Since I can’t recall the last time I didn’t do my makeup in the car, that little mirror on the visor beats the heck out of juggling a compact mirror and mascara tube in one hand, and the mascara wand in the other. Clearly carmakers finally caught on that women drive as many car purchases as men, if not more.

At the end of the day, whether you market cars, power tools or anything in between, if you ignore women as you craft your message and go to market, you’re likely losing sales and steam. Some women are steering the boat independently, some are decision makers in navigating it, and regardless we need to be aware of their influence.

If you are interested in targetting women with your promotion, one of the best ways to do that is through the media. If you’re ready to get booked as a guest on a TV or radio talk show, or get print coverage, please call or email us right away. My partner, Steve Friedman, and I, along with our staff of PR professionals, have been promoting authors for 20 years, and we can help you.

Plus, I think you’ll be interested to learn that our fees are performance-based, which for example simply means that if you pay us to book you on 30 radio interviews in top 100 markets, you get booked on 30 radio interviews in top 100 markets, with similar fee structures for TV and print. Media is guaranteed with our firm, which is very different from how traditional retainer-based PR firms operate.

Feel free to explore the possibilities with Steve; he can be reached by email at steve@emsincorporated.com, or call him directly at 727-443-7115, ext. 202. We’d love to hear from you!