How is the perception of singehood changing?

JWTIntelligence 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.

Singlehood, once looked down on by society as an undesirable or inferior lifestyle, is now being heralded as a freedom—one to be relished and celebrated.

How should brands be approaching this new empowered group of single consumers? In the video below, produced as part of The Innovation Group’s deep dive into The Single Age, single interviewees explain the modern iterations of singlehood, from single parents to single professionals.

74% of American singles feel that it’s easier than ever to be single, while 82% feel that it’s becoming more acceptable to be single in today’s society. And, tellingly, 77% of American singles believe that society places too much emphasis on being in a relationship.

Watch below for first-hand insight into how lifestyles are shifting with this growing group of singles prioritizing self-care, career and happiness.

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 HBO