Trend Taster: townsizing edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Only 33% of US firms actually require full office presence
Tactile workshop teaches blind women how to style their hair by touch
What is Substack Couture?
Explainer: townsizing
Nigeria's PalmPay turns corner shops into bank branches
Only 33% of US firms actually require full office presence
While Fortune 500 companies increased full-time office mandates from 13% to 24%, only 33% of US firms actually require full presence. Structured hybrid at three days per week is now preferred by 43% of companies. Despite required office days jumping 13% in a year, actual remote work remains "flat as a pancake" according to Stanford data. There's a growing gap between policy and practice. Companies are tightening rules, but employees aren't fully complying. The workplace rebellion is quiet but real.
Tactile workshop teaches blind women how to style their hair by touch
Fashion's biggest blind spot isn't what you'd expect. While the industry obsesses over visual perfection, two million UK residents with vision loss remain invisible to beauty brands. Hair stylist Anna Cofone is changing this through tactile workshops where participants learn to style their hair by touch, and accessible fashion shows featuring fabric swatches and audio descriptions. It's not just about inclusion, it's about identity. When you can't see your reflection but can feel your crown, confidence becomes something you create rather than something you see. The beauty industry is finally learning that looking good starts with feeling seen.
What is Substack Couture?
Fashion brands are abandoning social media's chaos for something quieter: newsletters. Tory Burch, The RealReal, and American Eagle have launched Substack channels, trading algorithm anxiety for direct conversation. It's not just about selling clothes anymore, it's about earning permission to enter someone's inbox. When consumers feel overwhelmed by feeds designed to exploit their attention, they're choosing curation over chaos. The shift signals something deeper: we're moving from broadcast marketing to invitation-only relationships. Smart brands recognise that tomorrow's loyalty lives in today's inbox.
Explainer: townsizing
"Townsizing" is reshaping American travel as vacationers abandon crowded cities for quaint small towns. Priceline's 2025 report shows people are chasing simplicity, with Gen Z leading the charge. They're 89% more likely to seek "Nancy Meyers lifestyle" destinations like Cape Cod and Old Saybrook. It's not just escapism; it's experiential travel that prioritises memories over Instagram moments. Travel advisers report clients want driveable weekend getaways that feel off the beaten path without actual inconvenience. The appeal spans generations but for different reasons; boomers crave relaxation while Gen Z wants cinematic charm.
Nigeria's PalmPay turns corner shops into bank branches
While Western fintechs chase quarterly growth, PalmPay cracked something deeper: Africa's informal economy. The Nigerian digital bank hit 15 million daily transactions by blending apps with one million physical agents, turning corner shops into bank branches. Now profitable and eyeing $100M in funding, they're proving that fintech success isn't about replacing traditional banking, it's about meeting people where they actually are. When 25% of users say PalmPay was their first financial account, you're not just building a business, you're building financial inclusion from the ground up
