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.

Wellness isn't a trend. It's a shift. For years, "wellness" has been treated as a trend driven by optimization culture - green juices, step counts, mindfulness apps, and supplements curated for 30-somethings chasing peak performance. But there's a bigger, more powerful shift underway: the rise of the longevity economy.

Aging isn't just a demographic shift - it's a business shift. Here are 4 key forces shaping the 50+ market in 2025 and beyond.