An opportunity in sport apparel for women is being missed. Crowd DNA editor Jennifer Robinson looks at how to win with the older woman who seeks out active fitness…

Our latest report Reframing Ageing: APAC shows what is changing for the older person, and what they want from products and campaigns. We see this as the ‘reframing, reassessing and reclaiming’ of what ageing feels like. 

Download Reframing Ageing: APAC here.

There’s lots to get to know about ageing reframed, but one cohort being overlooked is the 50-plus active woman. We don’t find her on the activewear shop floor. There’s no major menopausal woman range – a natural addition to sport brands that have developed maternity, teen or plus-sized ranges. In campaigns for active women, the athletic older woman isn’t featured: Nike’s ‘Year of the Woman’ launched in Spring without her. She isn’t placed in inclusive ranges, either: not in the adidas new Collective Power or recent Athleta ranges – all of which has otherwise a great record for diversity.

Apparel brands have made great strides in inclusivity, and older active women can be a bigger part of this. So what’s next? Here is how to win with the 50-plus active woman, and to really show that activewear can fit all stages of life. 

Your Body Is Never The Same

There’s an athletic body in there as a woman gets into her fifties, it has just been transformed by menopause. Earlier this year, Nike launched leak proof period shorts: which is great for helping teenage girls feel comfortable doing sport. But similar technical changes to sports wear could be made for menopausal women: who may experience menstrual ‘flooding’; sweating; weight gain around the middle. Who wants a higher neckline for breast support. Or material that ameliorates against chaffing. There are innovative designs that are helping the menopausal body in sport, for example the US clothing brand, Become, that has developed Anti-Flush Technology™, which absorbs heat from the surface of the skin when it gets hot, then releases warmth back onto the body during the chill that follows.

Celebrating Last Place 

A few years ago, Nike launched CruzrOne – a sneaker for the slower runner. It arrived with compelling marketing (even more than usual…). The product, we saw in the advert, originated for company co-founder, Phil Knight – “a slow runner – and that’s me,” he said. What he didn’t say was that he’s over 80 years old. This is a product designed to appeal to older people but marketed focused on actual needs not assumed age – it’s for “all those cruisers” out there – could be 80+ or 20. It’s a product for the active stage you’re at right now – very, very slow running – not your age. It doesn’t make the customer feel their age when buying. Sounds great, right?

What Is Her Experience?

In our report Reframing Ageing we looked at how life doesn’t stop at 50. And nor does exercise – though how you experience it does change. One successful UK active apparel brand, Deakin and Blue, really leans into this with their uplifting Swinspiration pages, which reframes sporting achievements from physical wins to a candid, honest look at life as an active older woman – often now about wellbeing as much as sporting goals. We see this in their web page section with contributions from customers: Body Stories sparks poignant responses by asking provocative questions, such as: “You’re standing on a beach in your swimwear on a nice hot day. How do you feel about yourself and your body at that moment?”

Support Can Be Sexy

Sports bras give extra support, and are still available in the sexier styles. Where is the equivalent across other apparel? Australian swimwear brand Baiia has a product innovation in activewear with the world’s first four piece bikini, a flattering alternative to a full body cover-up (and modelled by older models, acknowledging their experience:  “As women, our bodies are often changing and adapting to the rhythm of life’s varied stages”). The UK brand, Fijjit, offers the stylish All-In-One workout outfit with an extra high waistband and a halter neck mesh bib to keep everything in place. While the US brand Any Age promises stylish kit that compliments and supports the mature body: “Spillage. Sagging. Support. We heard you.”

Apparel retailers have been leading the way on so many great products that help female body positivity. It’s a good time to develop that with the 50-plus women’s sport market, and reframe their ageing experience in activewear. It should be a big win.

The older adult category is stuck in time. Our new report shows how to get in step with today’s 50-plus people who are passionately reframing ageing…

Reframing Ageing: APAC download it here.

As people get to their fifties and sixties, they talk about how they experience ageism – at work, on a billboard, in culture. Our report, focussing on the APAC region, uses the Four Is – Irrelevance, Inferiority, Infantilization and Invisibility – to describe what this feels like. But these experiences are now being roundly rejected. We wanted to look at the people who are growing older but arriving at a life stage and feeling like it actually has so much potential in all areas. 

The Reframing Ageing report introduces the 50-plus person who is completing extreme marathons, starting new businesses, or enjoying edgy fashion (as well as grey hair and going to the doctor more often). These shifting attitudes to ageing make opportunities for new products, media targeting or user images.

The full 35 page report includes:

Reframing Ageing: APAC download it here. 

Crowd Shortcuts – a quick chat about something that’s caught our attention. This week, how the fashion for clothes that shroud or reshape give confidence to take up space in the world…

What’s all this then? This summer, Kanye West took girlfriend Bianca Censori to church, with her concealed by a cushioned wall encircling her neck and black fabric that stretched all the way over her head and torso with no arm holes or sleeves. Also seeking clothing for concealment at a blockbuster premiere, actress Hayley Atwell hid half her body in oversized-plus trousers by Ashi Studio – opting out of the red carpet norm for female actors. Meanwhile weeks earlier, at London’s fashion week, models had their necks and ankles covered up by super voluminous ruffles, and wore big brooches that were more armour than accessory.

Finally, a stylish alternative to the kaftan! Yes, these clothes look pretty darn cool. But more than that – and yes, even more importantly – these cover-ups will administer safety. They are clothes that give anonymity, or they rebuff the male gaze, or literally allow the wearer to take up more space – actions desired by celebs and people in everyday life alike. 

A cover-up? Sounds like the opposite of the bodycon trend… Not at all, and that’s what makes this so exciting. The original bodycon clothing equalled women being tightly stitched into their dress to experience the suffocating grip of passing as skinny and hot. But these clothes are still look-at-me fashion like the bodycon dresses that clung to every line of the figure. Yet it’s moved on to reflect our current needs: clothes that provide service to the wearer (safety, or space) as well as body confidence that is no longer predicated on binaries like fat or thin, small or large. 

Stylish clothes serving up body confidence for more of us? We like… And there’s more. Let’s look at how pop star Sam Smith doesn’t let their gender identity be reduced to choice of clothing by embracing this new bodycon trend. At the Brit music awards earlier this year, their outfit by HARRI featured a high neck, inflated arms and legs and a zip-up design over the chest – mocking the traditional concepts of couture that flaunt the perfect shape of the body. Embracing sculptural clothes was a way for them to comprehensively present their identity as not narrowly defined, as fluid, as a new shape entirely.

Body and soul confidence, then… and clothes helping us to have the space for that exploration is quite a cultural moment. Holding space and…

… literally giving space… You’ve got it. In our post-pandemic world it is also quite handy to have a large floral accessory that both serves looking stylish and makes people stand some distance from you. 

TL;DR: What to wear has always been a dance between personal expression and the need to pass in the world at large. This new body-con enables both: to be confident about your expression of self in clothes, and feel safe doing so. It takes the body-conditioning – that we all need to look a certain way – out of body-con. And that’s true body confidence for all.

Plant-based foods are now tasty to all – even avid meat-eaters. Crowd DNA’s Céline Longden-Naufal decodes how this happens by countering veganism’s sombre reputation with playful pleasure…

An avid meat eater chooses a beefless burger. A shopper picks Beyond Meat sausages with no thought to animal welfare. Or a vegan dish is ordered by someone who has no rules about what they can or can’t eat. For those who enjoy plant based not as a strict choice, or a way of life, how do these products appeal to this less rigid person?

As part of our regular cultural decode series, we analyse how La Vie (a plant-based bacon and lardon alternative product) does this by fostering a more playful and approachable attitude to plant-based diets. We look at how it engages with the flexible consumer, to “unite everyone at the same table, no matter their dietary preferences,” as La Vie co-founder Nicholas Schweitzer puts it. And how this hybrid market is being created without severing the important ties to the environmental considerations and ethics that are the historic (and still beating) heart of the veganism movement.

1. Plant-based as playful pleasure

La Vie’s use of bright, clashing block colours to amplify the hand-drawn illustrations of anthropomorphised characters recall children’s cartoons, coding the plant-based world as bringing a child-like wonder to what has traditionally been seen as a sombre subject. This marries well with a cheeky and down-to-earth tone of voice (eg “Made from plants, not from ass!”) that suggests engagement with a grown-up audience, communicating an adult playfulness. It sparks our childhood imaginative freedom and puts it through the lens of age appropriate wit. Meanwhile, the dynamism and eccentricity of those cartoons elevates the plant-based ethos in more energetic and stimulating ways – all in all, La Vie is positioned as an uplifting and pleasurable indulgence for all ages.

2. Plant-based as light-heartedly rebellious 

While the switch to plant-based diets are usually stemmed from deep-rooted ethical, health and environmental issues, these are often fuelled by aggression and bleakness. La Vie’s use of relevant puns (eg “Bacon that doesn’t make the planet sizzle”) brings light and humour to important issues around sustainability and health.  Playing with brand’s cultural stereotype to push plant-based products – like “Ze award-winning French plant-based bacon now available in Sonzburries” – also codes this space as pushing boundaries without taking itself too seriously. We often see in millennial humour used to convey realism with topics that are considered serious. Imagery of counterculture symbols (eg planet earth giving the peace sign) connotes a 1970s hippie aesthetic, coding plant-based as being an optimistic steward of the environment and ethics, rather than the bringer of doom and gloom.

3. Plant-based as approachable and flexible 

Traditionally, vegans have been the primary focus for plant-based products where the vegan credentials of a product took priority over being a tasty. The visuals of dishes that incorporate non-vegan components (eg eggs) code plant-based lifestyles as expansive and adaptable. Imagery of full, brightly colourful dishes and glistening ingredients resemble the images we see on diner menus that are known for rich foods, and suggests that plant-based lifestyles can also be tantalising and indulgent. Meanwhile, with breakfast being an integral part of family life, utilising this uniting symbol of a comforting routine evokes approachability. And the use of familiar pop culture references (eg “On Mondays we wear pink” – from Mean Girls) and inclusive language (eg “For meat lovers and vegans”) makes this space accessible for everyone. 

Plant-based brands are continuously striving for new and creative ways to entice consumers to veganism without losing their traditional customers. Introducing a whimsical playfulness and light-hearted activism rather than the historical scare-mongering tactics allows others to ease into plant-based options without eating it with a side order of guilt.

La Vie champions these shifts without compromising on indulgence and taste to transport consumers to a novel yet familiar plant-based world. It allows them to rethink their engagement with health and planet without leaving a bad taste in their mouth. 

Need help on food brand placement? Get in touch at: hello@crowdDNA.com

Our KIN network takes us on a trip to their home cities. This time we head into the night with musician Keenan Oakes in Cape Town…

The Gin Bar is a great place for dates. 

“The bar I work in is a beautiful place, so it’s often used as a date destination. It’s at the back of a chocolate shop, so it’s not just about drinking – couples often come to eat chocolate and drink coffee instead of getting drunk like they used to.”

People are starting to come together over First Thursday.

“An event that takes place (yep, you guessed it) on the first Thursday of every month sees all the art galleries across the city open for the night. People move from venue to venue taking in the art, drinking and swapping stories and opinions with strangers. The same founders started Museum Night, a similar concept that happens twice a year. It’s a chance to celebrate the amazing artists we have in Cape Town, both established and emerging.”

It’s true that the party scene is changing. 

“I’ve definitely noticed a lot of young people going out and choosing not to drink alcohol, but I’d still say that drinking culture is alive and well in Cape Town – for the moment.”

Cape Town is like one big house party. 

“Everyone knows everyone. The nightlife has a sense of familiarity – everyone is welcome. This is particularly meaningful recently, with the scene opening up and becoming more inclusive of the LGBTQ+ community and different racial groups. There’s a newfound sense of fluidity.” 

We’re seeing a growing number of safe space parties 

“…especially within the queer community. As a creative, multicultural and unique city, this is a welcoming – and necessary – addition. Conversations around feminism, call-out culture and liberalism are happening all around the world, and Cape Town is actively taking part. Given our history, and the growing popularity of the city, how could we not?”

To delve into more city life read City Limits, our series of pieces exploring the urban experience here.

Crowd Shortcuts – a quick chat about something that’s caught our attention. This week, how local neighbourhood stores are selling luxury convenience…

What’s all this then? An everyday visit to the local convenience store is turning into a luxury browsing opportunity. You may have heard of the lipstick index: it’s a way to spot a recession by lipstick sales going up as people turn to purchasing treats within their budget. Now look instead to the ‘local store index’, because this is the new place for cash-strapped consumers to find affordable luxuries.

Luxury among the cans of baked beans? Tell me more… The neighbourhood shop has undergone a glow-up. We see this in the bodegas of New York city making space for guest-curated snack boxes, craft beers and fancy, localised gifts.

Now you mention it, I have noticed expensive olive oil and kombucha on tap… Bingo!

So will we be ditching mega supermarkets? They’ve jumped on the local luxe movement, too. In the UK, supermarket giant Asda launched On The Move convenience stores last year – promising “a wide range of premium ‘Extra Special’ products” – while Aldi’s Corner Store in Sydney does a fast turnover in treat lunches: fresh sushi and artisan baked goods. Meanwhile, luxury convenience stores in South Korea have overtaken Japan in scale, and doing so with a focus on “developing unique products” (McKinsey, 2023).

Isn’t the economy amazing! Sure is. But local luxe is not just being driven by the economy. It reflects changing consumer values – as we see in how 7-Eleven (the largest convenience store chain in the US) is installing new charging stations for electric vehicles in its local branches, hoping to attract the environmentally-minded customer.

And the cherry on the luxe cake… here’s the even better sell: it takes us full circle back to a time when we’d go to the local baker, butcher and candlestick maker. Now the corner shop is getting the good stuff on the shelves – and not just essentials, which it always has done – it offers the kudos of a local market, of knowing what their customer really wants, of generating word of mouth recommendations.

Will this change the aspirations of product makers? They may move away from wanting to sell in enormous bulk to supermarkets and want to talk to local shop owners (even if it means lower profit margins) instead. Or brands may get better quality awareness from a local, trusted supplier.

Blimey. And the local store index? In a tougher economic landscape, few would argue with the sense in turning to the small treats to sustain us rather than emptying our bank accounts with bigger ticket items. Some may even claim their local artisan bread habit as an act of anti-globalisation… 

TL;DR: Local, luxury, convenient and conscious consumption – now that’s a shopping style that should outlast the cost-of-living crisis.

How ‘zero-waste’ became the new immersive dining experience – Crowd’s Phoebe Trimingham looks at our appetite for sustainable haute cuisine…

City Limits Volume Nine – download it here.

In our latest issue of City Limits – our regular exploration of changing urban experience – we look at solutions to world problems in the food business – from climate labels on menus to floating farms. One of our spotlights on sustainability is the rise of the zero-waste restaurant as not only a call to action, but an immersive experience for the diner.

Cities around the world are full of immersive dining experiences. From eating dinner in a makeshift aircraft, to sipping cocktails in the cupboard of a pawn-shop; going out for a meal is no longer just about the food. For those looking beyond standard dining experiences, meals are accompanied by a spectacle. So much so that experience fatigue has set in. 

So where do you turn when all the ‘experiences’ have been had? When you’re served yet another once-in-a-lifetime theatre show while trying to eat your soup? You turn back to the real hero: the food. Forward-thinking restaurants in global cities are shunning the temptation for distracting entertainment, and letting the food become the experience again. 

Enter the zero-waste restaurants: establishments attempting to do away with food waste entirely. Here, the food becomes the focus as diners buy into the admirable attempt at fully sustainable dining. While the issue of waste is certainly not a recent obsession for the restaurant industry – lots of places have been experimenting with sustainability for decades – what’s new is the front and centering of the efforts, and the glamorisation that goes with it.

Silo in London, for example, is designed ‘back to front’ with the bin in mind (irony being they don’t actually have a bin, they don’t need one). All food is used in its entirety – think cured mushroom stems and yeast treacle. Any leftovers are composted and sent back to their hyperlocal suppliers. Like Silo, Helsinki’s Nolla (‘zero’ in Finnish) sends compost back into the system, but guests are welcome to take home a scoopful too – a different kind of doggy bag. It’s philosophy of ‘refuse, reduce, reuse, and only as a last resource, recycle’ is consistent, from a reusable coffee container and a composter (above) to not accepting food that comes in single use plastic.

Meanwhile, Mume in Taipei has a dedicated sourcing manager (rare in a small, Asian restaurant) with the mission to champion underrated Taiwanese ingredients and zero-waste cooking practices.

These places strive to avoid food leftovers, but also any scrap of rubbish. Rhodora in Brooklyn – a fully sustainable wine bar also ‘waging a war against waste’ – shreds wine boxes into compost material and donates corks to an organisation that turns them into shoes. Everything is transported on bikes. Back at Silo, plates are made from plastic bags, wall lights from crushed bottles, and ceiling fixtures from dried seaweed. This all-in approach to the zero-waste concept is what makes these restaurants a fully immersive dining experience – no gimmick-y entertainment required.  

But these restaurants aren’t cheap: they’re all mid to high-end. This is interesting for two reasons. Firstly, sustainability is definitely something to be coveted, but why is the experience of it not more accessible? Secondly, could the price points actually work in sustainability’s favour? Making zero-waste dining a sexy, high-end experience brands the concept as an aspirational lifestyle. Like the Tesla car model, fancy zero-waste restaurants could, in turn, make the thought of intensive recycling more desirable – eggshell compost and all.  

Saying that, it is a bit odd to glamorise something that should be an everyday activity. If people are playing at sustainability when they dine out, are they less likely to practise it at home? The very act of going out for a meal that has been beautifully prepared for you distances it – managing food waste becomes something to passively experience and admire, rather than actively do. 

Either way, city diners are hungry for new, immersive experiences – and zero-waste restaurants are a welcome addition to the menu.

Thursday June 22 9am PST, 12pm EST, 5pm BST. RSVP by clicking here.  

Crowd DNA presents… FREEDOM!

 

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A bold claim, but we’re going with it. We’re taking Freedom back – celebrating manifestations of it that are about community and shared responsibility rather than purely self-interest

A double-header under a common theme of more people getting to live their lives just how they want to live them (and therefore more brands needing to move on from squeezing people into old fashioned little boxes).

Part presentation, part panel discussion, we’ll be covering:

_Reframing Aging: older people are becoming more vocal about who they are, smashing negative tropes, and leading conversations about how they should be represented in culture. From rejecting to reassessing to reframing, we plot this exciting journey

_The Un-Dependents: with the number of people not having kids by choice rising in many countries, we celebrate consciously child-free living – and explore the catch-up game that brands and the media are now playing

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Join us on Thursday June 22 9am PST, 12pm EST, 5pm BST to explore how brands and the media must embrace these new narratives, or risk losing cultural relevance.

With Hina Hussain (Crowd DNA head of agency NYC), David Stewart (Crowd DNA head of agency Los Angeles), Phoebe Trimingham (Crowd DNA associate director, editorial), Andy Crysell (Crowd DNA CEO/founder). 

RSVP by clicking here.