Retirement is usually treated as a later-life milestone. Increasingly, the same goals we associate with retirement (security, flexibility, control over time) are shaping decisions about work, housing, family and money much earlier in adulthood. That means the questions brands and researchers ask need to change too.

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.