Caregiving is often treated as something people "become" after a major event. Increasingly, it looks more like a life stage that people enter gradually - one that reshapes how they make decisions long before they identify as caregivers. For a long time, caregiving has been treated as something that begins with a clear moment. A parent has a fall. A diagnosis changes the situation. A family realizes that living independently is no longer working. Someone steps in and becom

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.

Most marketing and product strategies are built around two familiar moments: acquisition and retention. It's a useful model, but also an incomplete one. A lot of real-world behavior doesn't fit neatly into either category. It happens somewhere between, in moments where people return to something they've done before, but under different conditions. "Re-entry" is when someone comes back to a behavior, a category, or a decision they've already experienced - but not quite in