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.

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.