When the system breaks, you buy what you can see. For a generation that arrived too late for final salary pensions and too early for auto-enrolment, none of this was really a surprise, even if it never stopped being frightening.

The lack of job opportunities for midlife women is hitting the headlines and AI is the main culprit. But is there also a systemic issue behind it? It’s one in which women 45+ are no longer prepared to transition into the ranks of unsung, later-years load-bearers who keep everything ticking over.

From the dancefloor to the prescription pad, what does Gen X’s open attitude to altered states and synthetically enhanced wellness reveal about the hormonal health opportunity?

“Grunge + Mix tape = Gen X” is an over-simplified formula for a generation whose cultural landscape is vastly more complex and - more specifically - European than a Seattle record label.