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.

Midlife women are driving trillions in spending. Why are they still missing from the strategy room?

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.