Infinitum community – An empathetic engagement with the 50+ generation: Being creative to engage with the senior target

Plenitud, an incontinence product brand, connected with women over the age of 40 in Brazil by listening to their experiences.

Abstract

One-in-four women over 40 years old will have urinary incontinence; that is a biological fact. However, when this happens, they suffer because they feel ashamed and old, closing themselves off from world and life. They don't share their feelings and