Many of the young men we spoke with had already spent months (or even years!) thinking about hair loss before they expected to do anything about it. They had noticed changes in friends or family members' hair, wondered whether it might happen to them, read articles, watched videos, or started forming opinions about different treatment options.

Morning Light Strategy was recently featured in The Globe and Mail (Canada's leading national newspaper) in an article exploring why older models and celebrities are increasingly visible in fashion campaigns.

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.