Here's a thing that the genius multibillion-dollar marketing industry did, probably at a cost of millions upon millions of dollars: instead of saying "incontinence," now we say "light bladder leakage," because that term is "less stigmatizing." See how much better it sounds? "Light bladder leakage." It's not all medical-y. It's just very plain and upfront to let people know, yes, urine is leaking from my bladder, lightly, and hey, I'm still human.