Introducing The Single Age.
Individualism is on the rise, bringing with it a new set of values. In an age defined less and less by traditionalism and more by self-expression, independence and authenticity, singledom is a natural evolution alongside job hopping, coliving, sexual openness, digital connection and a nomadic workforce.
With this shift, outdated assumptions of singlehood are being challenged by an empowered, affluent group embracing the single life for the joy and the freedom it provides—rather than mourning it as a state of lack, incompletion or inadequacy. “Being traditional is not traditional anymore,” wrote Shonda Rhimes, TV producer and single mother of three, in her book Year of Yes. “It’s funny that we still think of it that way. Normalize your lives, people. You don’t want a baby? Don’t have one. I don’t want to get married? I won’t. You want to live alone? Enjoy it.”
The Single Age explores the shifting habits and expectations of this growing global and multi-generational cohort; the cultural groundswell reframing single people as they really are—confident, fulfilled and empowered; and the implications for brands and marketers. The report includes analysis of 18 trends across the US and Asia, 10 case studies profiling single consumers in the US, the UK and Asia, and original data commissioned by SONAR™, Wunderman Thompson’s proprietary research tool. The survey included 1,000 US, 1,000 UK and 1,000 Chinese consumers aged 18 and older.
Highlights include:
84% of US singles say being single means never fighting about money
86% of US singles say making their own financial decisions is empowering
90% of Chinese singles like making their own financial decisions
79% of young Americans think today’s society is more accepting of singles
84% of young Chinese think society puts too much emphasis on family life
As singlehood becomes a more normalized and positive choice, single consumers are pushing back against patronizing marketing and narratives and will increasingly reject brands that do not frame their experience as it is – something rewarding and fulfilling.
