Trend Taster: menopause mode edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Generational travellers
Menopause Mode
Middle-aged women in advertising
Socialising as a hobby
Foldable iPhone
Generational travellers
The 2024 State of Tourism and Hospitality report by McKinsey indicates that Millennials are travelling more frequently than other generations. The report also reveals differences in travel patterns across age groups. Gen Z travellers tend to have a nearly equal split between international and domestic trips. In contrast, Boomers are twice as likely to choose domestic destinations over international ones. These findings highlight the varying travel preferences amongst different generational cohorts.
Menopause Mode
LG is beta testing a new technology called "Menopause Mode," designed to help women experiencing menopausal hot flushes. This system, developed in collaboration with agency AlmapBBDO, uses AI to connect a smartwatch app with an LG air conditioning unit. It monitors vital signs to detect hot flushes during the night, promptly activating the air conditioner to cool the room within 10 minutes before returning to the original temperature. This innovation addresses a significant issue in Brazil, where about 29 million women are in menopausal transition, with a third experiencing moderate to extreme hot flashes. The project aims to improve quality of life for these women while also tackling the societal taboo surrounding menopause, as indicated by recent studies.
Middle-aged women in advertising
A recent study by The Kite Factory and Southpaw reveals that nearly 45% of women aged 45-54 feel misrepresented in advertising, with the percentage slightly higher for those without children or with adult children not living at home. The research highlights the need to move beyond the "busy mum" stereotype, as women in this age group without children feel less connected to brand communications and are less likely to find advertising helpful in making purchase decisions. The study emphasizes the importance of identifying women based on mindset, noting that those without children tend to focus more on creative expression in careers and hobbies, and show interest in traditionally male-oriented or youth-targeted areas such as driving, cars, computers, and personal finance.
Socialising as a hobby
A Statista Consumer Insights survey reveals significant variations across countries in considering socialising a primary hobby. Germans and Spaniards are most likely to view spending time with others as a main pastime, whilst respondents in the United States and urban India are less inclined to do so. In the US, where only about 1 in 4 respondents prioritise socialising as a hobby, activities such as cooking, reading, pet care, video gaming, and outdoor pursuits are more popular. The survey also noted a slight gender difference in the US, with women marginally more likely than men to consider socialising a hobby.
Foldable iPhone
According to a report from The Information, Apple is reportedly developing a foldable iPhone that could potentially be released in 2026. The device is said to feature a horizontal folding mechanism, similar to the clamshell design of the Samsung Galaxy Z Flip. Apple's engineers are reportedly focusing on addressing common issues with foldable devices, such as reducing the visibility of the crease when unfolded and creating a thinner overall profile for the phone.
