Category
Lifestyle
Assisted Choices
Trend cluster
Category
Maternal
Transport
Transportation is more effectively accommodating pregnant women.
2.6
Trend score
Trend
What is the Maternal Transport trend?
Maternal Transport: The traditional rules of public transport still include the fact that people should stand for, and generally accommodate, pregnant women, and technology is being designed to more effectively put those rules in place. Whether through apps or free transport passes, these services and developments work to use simple design tweaks to enhance accessibility, and provide a blueprint for how brands can do the same regarding other accessibility-related concerns.
Trend themes
Themes within the Maternal Transport trend
Three behaviours holding the trend together01
Pregnancy-Specific Transportation Services
Brands are creating transportation services designed to specifically accommodate pregnant women through simple design tweaks, such as pregnancy train passes and childbirth-assisting taxis.
02
Technology-Assisted Accessibility
An array of apps and other technologies are being developed to enhance accessibility for pregnant women and other people with disabilities.
03
Innovative Public Transport Design
New methods for indicating that a pregnant woman needs a seat, such as the Pink Light campaign, are reimagining design for public transportation.
Industry implications
What the Maternal Transport trend means for industry
Where the trend changes the playbookFor
Transportation
Transportation companies have the opportunity to create new services tailored specifically to the needs of pregnant women.
For
Technology
Technology companies are developing apps and other tools to address accessibility issues for pregnant women and other people with disabilities.
For
City Services
City officials can explore new ways to make transportation and other services more accessible and equitable for people with diverse needs, including pregnant women.
Workshop question
How can your brand create simple changes to its pipeline and design to enhance accessibility, both internally and among its consumer base?
Trend signals
Trend signals for Maternal Transport
Trend score 2.6 out of 10, from popularity 46%, activity 25%, freshness 8%.
Popularity46%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Maternal Transport trend
4 featured examples from Mar 17, 2016 to Mar 28, 2017CategoryLife-Stages
Seat-Finding Pregnancy Apps
'Babee on Board' Lets Pregnant Users Request Seats on Public Transport
Opportunity for the public transportation industry to integrate seat-finding apps and provide a more comfortable experience for passengers, especially pregnant women.
CategoryAutos
Pregnancy Train Passes
Virgin Trains Brings Ease to Both Travel and Pregnancy with 'Mum Passes'
The transportation industry can innovate by offering similar services across different modes of transport to improve the travel experiences of pregnant women.
CategoryLifestyle
Pregnancy-Specific Subway Indicators
The Pink Light Campaign Helps Pregnant Women Find a Seat
The use of Bluetooth sensors in the Pink Light campaign opens up innovative possibilities for sensor technology companies to develop new applications and products.
CategoryLife-Stages
Childbirth-Assisting Taxis
Cab Company Furusato Kotsu's Pregnancy Service Includes Midwife Input
The specialized taxi services for pregnant women highlight the transportation industry's potential to expand its offerings by catering to specific customer needs.
