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.

Consumers don't stand still. Your marketing playbook shouldn't either. If consumers lived in neat boxes, strategy would be easy. 18-34. 35-54. 55+. Moms. Gen Z. Empty Nesters. But people don't live that way. The biggest consumer shifts don't happen on birthdays. They happen when life changes.

If the senior living industry wants to meet the next generation of older adults where they are, we have to ask better questions - and design around what they actually value. These platforms offer a glimpse into what that might look like. They're not finished concepts; they're directional insights. And they can spark smarter conversations around product design, programming, messaging, and brand experience.