No, though UI is often seen as inevitable, this simply isn't true. As we get older, we are more susceptible to UI because of decreases in estrogen and collagen, and atrophy of our pelvic floor muscles, but age is only one contributing factor. There are many other factors, and some women never experience UI. For those that do, UI is very often treatable. Today, we not only know there is something that can be done about UI but also should be done. "We should do something about it because there's a cost associated with it," Nassaney said. There is an emotional cost, especially when people are traumatized by experiencing leakage in public. There is also a physical health cost since many women will avoid exercise for fear of leakage, and there is a financial cost purchasing personal continence products.