Always Discreet's 'I Wish I Knew' Shares Women's Experiences
Laura McQuarrie — January 3, 2024 — Marketing
References: youtube & morningstar
Always Discreet teamed up with Oscar-nominated actress, producer and mental health advocate Taraji P. Henson on I Wish I Knew, a video series that features women openly sharing their experiences with perimenopause.
According to The North American Menopause Society, by the year 2025, the number of postmenopausal women is expected to rise to 1.1 billion worldwide and yet 83% of women know virtually nothing about the transitional life stage that happens before menopause. Although other life stages like puberty and motherhood are widely talked about, the lack of discussions about perimenopause leaves women in the dark. "Women are left unprepared for typical physical changes—this is especially true when it comes to bladder leaks, which is a common experience that one in two women over the age of 18 will experience in their lifetime," says Balaka Niyazee, Senior Vice President of P&G Feminine Care North America.
According to The North American Menopause Society, by the year 2025, the number of postmenopausal women is expected to rise to 1.1 billion worldwide and yet 83% of women know virtually nothing about the transitional life stage that happens before menopause. Although other life stages like puberty and motherhood are widely talked about, the lack of discussions about perimenopause leaves women in the dark. "Women are left unprepared for typical physical changes—this is especially true when it comes to bladder leaks, which is a common experience that one in two women over the age of 18 will experience in their lifetime," says Balaka Niyazee, Senior Vice President of P&G Feminine Care North America.
Trend Themes
1. Destigmatizing Perimenopause - By openly sharing women's experiences with perimenopause, Always Discreet is working to remove the stigma associated with this transitional life stage.
2. Lack of Discussions - The lack of conversation around perimenopause creates a knowledge gap for women, leading to a lack of preparedness for the physical changes associated with this life stage.
3. Growing Awareness - As the number of postmenopausal women is expected to rise, there is a need for increased awareness and education surrounding perimenopause.
Industry Implications
1. Feminine Care - The feminine care industry has the opportunity to develop innovative products and services that cater to the specific needs of women experiencing perimenopause.
2. Health and Wellness - The health and wellness industry can play a role in destigmatizing perimenopause by providing resources and support for women going through this transitional life stage.
3. Media and Entertainment - The media and entertainment industry can contribute to destigmatizing perimenopause by featuring more diverse and inclusive narratives that normalize the experiences of women in this life stage.
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