The holidays are supposed to feel familiar. But for many people, they also mark change. It might be the first year in a new city. The first year without someone. The first holiday with a new baby, a new partner, a new job - or a new reality altogether. Even the most "traditional" seasons sits on top of transition. And yet, year after year, marketing leans on sameness: cheerful predictability, nostalgia, and "just like always" messaging.

It's not that age is irrelevant; it's that it's insufficient. What truly shapes how people live, spend, and connect are the transitions and life stages they're moving through. That's why two women at 55 may share a birth year, but not a worldview. And why the categories they prioritize, the messages they respond to, and the products they seek out will look nothing alike. If your brand sees all of them as one "55-year-old woman," you'll miss both the nuance and the opportu

Perimenopause (the years leading up to menopause) is one of the most disruptive stages in a woman's life. It can affect sleep, mood, relationships, and work. It influences choices about health, money, and family. 64% of women aged 36-40 report perimenopause symptoms. Shining a light on this stage validates experiences that were once hidden. It drives new research and sparks new innovation. And it opens the door for brands and organizations to do better.