With the annual World Continence Week approaching, we wanted to take stock of the current situation for incontinence: what are we learning and how are we doing at addressing this extraordinarily common experience? At Attn: Grace, we’re focused all year on raising awareness of incontinence-related issues so that they can be destigmatized and treated. Today, let’s talk about how the worlds of research, business, and media are joining us in this effort.
What Does the Data Tell Us About Incontinence Today?
A recent data analysis found that 61.8% of women in the US have experienced an episode of incontinence, and 32.4% of all women report having a leak at least monthly. Of those who have leaked, 37.5% had stress urinary incontinence, 22.0% had urgency urinary incontinence, 31.3% had mixed symptoms, and 9.2% had unspecified incontinence.
Of course, incontinence is not a uniquely American problem; it affects millions of women globally, and scientists around the world are working on solutions to this problem. From new pharmaceutical treatments currently in clinical trials to startups creating devices that deliver nerve stimulation impulses, to new surgical techniques, we are excited to see continued research and innovation to help improve the solutions for people living with incontinence.
Interestingly, the market for incontinence products like pads keeps growing, but innovation has been limited until very recently. “We are continually researching ways to improve both performance and sustainability in our products,” says Attn: Grace co-founder Alexandra Fennell. “One area of focus is enhancing our absorbent technology to deliver even better leak protection while maintaining the comfort and breathability our customers love and further minimizing our environmental impact.”
Recent Scientific Findings Shed New Light on Incontinence
A few recent studies help expand our understanding about incontinence.
Over at Stanford, researchers found that general exercise, not just pelvic floor-focused effort, can help improve symptoms of bladder leaks. We wrote a whole blog about that!
Another study, published in The Lancet this spring, found that noninvasive assessments (including a voiding diary, physical exam, and “cough test” assessing for stress incontinence) can be used for a diagnosis of urinary incontinence just as effectively as invasive urodynamics testing. That means an essential diagnosis could be in reach for more people.
A team at UT Southwestern looked into the specific risks of incontinence in postpartum women and learned that new moms experiencing bladder leaks were correlated with elevated anxiety scores. The team theorized (this will sound familiar) that the stigma of incontinence prevents these moms from getting the support that they need, emphasizing the importance of normalizing the conversation around this oftentimes treatable condition.
How Media is Amplifying the Pee Leak Conversation
The past few years have demonstrated some encouraging pee leak progress in terms of media depictions. In 2023, TLC released a new reality medical series called Dr. Down Below, which followed urologist Dr. Fenwa Milhouse on her daily rounds treating patients who experience issues below the waist, while on Facebook Watch, Jada Pinkett Smith’s Red Table Talk has been a forum for discussion about bladder health and aging.
Pee leaks have also entered the chat among celebrities: personal trainers to the stars have talked about urethral bulking procedures to limit their leaks, and even Brooke Shields is cracking jokes about the dangers of sneezing after menopause.
Podcasts have also opened up about the topic of incontinence, including a 2025 podcast entitled Oops! I Peed My Pants hosted by three pelvic floor experts, solely focused on incontinence education.
Wrapping Up
World Continence Week offers us an annual opportunity to train the spotlight on the importance of bladder health and related education. Says co-founder Alex, “Reflecting on developments in the space, even just since we were first inspired to create Attn Grace, is always encouraging. There are incredible things happening, from new developments in research and treatments to a shift in how bladder leaks and bladder health are portrayed in the media. We’re excited to be a leading voice in this category of women’s health, and we’re looking forward to continuing to ensure this condition gets the attention, innovation and resources it deserves.”