Trend Taster: frolleagues edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Luxury consumers abandon extremes for the middle ground
HNWI have a different spending mindset
What is the "McMigraine meal"?
Explainer: frolleagues
Copenhagen tops the 2025 Happy City Index
Luxury consumers abandon extremes for the middle ground
LVMH's latest stumble reveals something fascinating about today's luxury landscape. When a Dior bag costs $60 to produce but sells for $2,800, consumers are starting to ask questions. Coach's $495 Tabby bag goes viral precisely because it delivers luxury aesthetics without the eye-watering price tag. We're witnessing a profound shift where the middle tier thrives whilst both ultra-luxury and fast fashion struggle. Wealthy shoppers are trading down. They want quality and craftsmanship, but they're done paying for brand mystique alone.
HNWI have a different spending mindset
HNWI aren't just spending differently, they're thinking differently. New data from Morning Consult reveals psychographic gaps between high earners ($250k+) and average Americans. The affluent are 20% more likely to pay premiums for quality, 18% more competitive, and 22% more willing to pay for convenience. They're also early tech adopters and status-conscious: 43% strive for high social status versus 27% of general population. This is fundamentally a different mindset around control, competition, and social positioning. Brands targeting wealthy consumers need to understand these psychological drivers, not just purchasing power.
What is the "McMigraine meal"?
The "McMigraine meal" is taking TikTok by storm, with millions claiming McDonald's fries and Coke cure headaches. Neurologists say there's actual science here: the 80mg of caffeine in a large Coke acts as a vasoconstrictor, countering migraine-causing blood vessel dilation, while salty fries provide electrolytes and carbs that address dehydration and blood sugar drops. Caffeine and tyramine can also trigger migraines for some. This shows how social media transforms anecdotal remedies into viral medical advice
Explainer: frolleagues
From solo trips to Swiftie pilgrimages, Indian travellers in 2025 are reshaping what a getaway looks like. Office besties are becoming travel buddies, short breaks are on the rise, and experiences are trumping sightseeing. With 85% planning to travel more and spend more, the real shift isn't just where or when we travel, but who we’re choosing to go with.
Copenhagen tops the 2025 Happy City Index
Copenhagen tops the 2025 Happy City Index, not by hiding its flaws, but by transparently listing housing crises and inviting citizens to co-create solutions. Despite apartment prices doubling in a decade, the Danish capital scored highest across 82 happiness indicators spanning governance to newly-added health metrics. When cities treat residents as partners rather than consumers, happiness becomes collective work, not individual luck.
