It started with one woman and a brutally honest TikTok. Melani Sanders, an American creator, posted a now-iconic video listing all the things she no longer cares about as a middle-aged woman in perimenopause, from wearing a bra to keeping up appearances. Her humour, honesty, and zero Fs left to give attitude struck a global chord.
That post became the foundation of the “We Do Not Care Club”(WDNC), an online movement that now has unofficial chapters popping up around the world. Women are proudly declaring what no longer serves them and finding sisterhood in the chaos.
What’s Happening?
Each week, followers head to Sanders’ page for the latest “announcements”. A hilarious, matter-of-fact list of things members have officially stopped caring about. From shaving their legs to having a spotless home, the club’s messages are relatable, liberating, and deeply funny.
Sanders delivers it all in her signature style: no makeup, no filter, no frills, just a bonnet, three pairs of glasses (in case she loses one), and relentless real talk.
Some recent WDNC announcements include:
“We do not care not care about summer bodies, summer is getting the same body as every other season.”
“We do not care if you want us to go somewhere last minute, once the bra comes off, forget about it.
“We do not care that we are out of basic food supplies like milk, sugar, butter, and bread, everybody else in this house drove past the same stores, don’t ask us why we didn’t get it, ask yourself why you didn’t get it.”
“We do not care if you see us pulling our chin hair out at the red light, this is the best light and angle for us.”
“We do not care if a third cup of coffee increases our anxiety, we will have anxiety anyway, so we are gonna enjoy our coffee.”
“We don’t care if our phone doesn’t auto correct, you know what we’re trying to say.”
The humour is sharp, but there’s a deeper truth beneath it all. As Sanders puts it, her content is a reminder that what women are going through isn’t weird or unique and the We Do Not Care Club is a safe, supportive, and accepting space to say the quiet part out loud.
@justbeingmelani Welcome to the We Do Not Care Club (WDNC). If you care, keep swiping. All members please check in by saying Hey in the comments. #perimenopause #menopause #hotflashes #insomnia #brainfog #achybones #thisis40 #exhausted
Why It Matters for Marketers
This trend marks a major moment in culture: middle-aged women are not just present on social, they’re leading the conversation.
- It challenges outdated stereotypes of how women should behave, look, or speak online.
- It celebrates humour and honesty in a way that resonates across generations.
- It reflects the growing influence of creators over 40 and the communities they’re building through shared experience.
How Creators Are Using It
- Reposting or stitching Sanders’ “announcements” with their own additions.
- Starting local chapters, like “We Do Not Care Club: Sydney Edition” or “Midwest Chapter.”
- Filming their own lists of things they’ve stopped caring about, from daily makeup to dieting to social niceties.
The tone is unapologetic, comical, and cathartic, it’s content that speaks directly to women’s lived reality.
How Brands Can Get Involved
This is not a trend to sanitise or reframe, it’s one to respect and amplify. Brands with midlife or female audiences should consider:
- Co-creating content with over-40 creators who can authentically reflect the WDNC tone.
- Celebrating what women “don’t” care about anymore, flip the script in campaigns by removing pressure, not adding to it.
- Creating safe, supportive spaces where humour, honesty, and no-filter community can thrive.
- Using merch or packaging with nods to the club’s energy: real talk, less fluff.
✅ Tip: Avoid glamorising or mocking the aesthetic. This trend works because it’s real, not repackaged.
Final Takeaway
The “We Do Not Care Club” is a masterclass in building community through honesty, humour, and shared experience. Melani Sanders didn’t just start a trend, she created a movement that validates women in the messiest, most human parts of life.
And for the record? We care deeply. About this. Not your messy kitchen.