How are the lives of singles evolving?
JWT Intelligence introduces The Single Age, a new report exploring the shifting habits and expectations of a growing global and multi-generational cohort of single consumers; the cultural groundswell reframing single people as they really are—confident, fulfilled and empowered; and the implications for brands and marketers.
86% of Chinese singles say they have more time for things they enjoy. 84% of US singles spend to treat themselves. There is also a notion that singles are striving for betterment and new experiences according to interviewee Joe Staton. “I think being single makes you more aware, it makes you more attuned, I think it makes you more open and I think it makes you more desirous of anything that’s new and different and interesting,” says Staton.
In the video below, produced as part of The Innovation Group’s deep dive into The Single Age, single interviewees discuss travel, spending habits, investing and personal development.
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.
For full analysis, download the report here.
Video editor: Pauline den Hartog Jager
Main image courtesy of Black Tomato