Recently, a trend has been taking place in a particular corner of social media. Founded by American Melani Sanders, it’s called the “We do not care” movement, and it’s giving perimenopausal and menopausal women around the world a rallying cry for a common experience.

Her videos feature deadpan, joyful announcements of things she no longer gives a toss about, like wearing bras (“they suffocate us”), hiding bloat that makes us look pregnant (“but we’re not”), and apologising for the presence of cellulite when we wear shorts (“we’ve got them, we wear them”).

More than just a viral moment, there’s a scientific reason behind the phenomenon of women no longer caring about societal norms.Credit: Marija Ercegovac

With 1.1 million Instagram followers, Sanders’ movement has been joined by the likes of actor Ashley Judd, who proudly confessed to wearing her nightgown past the point of hygiene and using its hem to dry her hands, forgetting her shoes and going barefoot around town, and skipping chin-hair plucking and hair brushing because she doesn’t care any more.

Presenter Shelly Horton has also joined in, saying Australian women “don’t care about hiding our age … We count it like toddlers now. I’m 51 and 9 months – because we’ve earned every damn........

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