Marketers Beware, Brand Singletons Lonely and Pathetic At Your Peril |
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By: Emma Conroy Posted: 2007-06-03 11:12:00 |
| The days of the pathetic singleton, sitting all alone at home moping over his or her lonely existence are over. Singles are more racially diverse, younger and enjoy a youthful outlook on life. They share a love of media and socializing and a wide number of activities from shopping to blogging.U.S. singletons find themselves as the majority group. They are increasingly going solo, but it's not because they've been dumped; far from it, for them, solo life is a fantastic alternative to the ball and chain or eventual divorce. And this group is a force to be reckoned with or a market waiting to be captured, depending on how you look at it.Marketers would be wise to sit up and take notice of this ever expanding market. However, they'll need to beware, this group isn't interested in tired old marketing ideas that depict an old fashioned ideal of how life should be. Instead, they're tantalised by marketing strategies which realistically depict the unmarried lifestyle, as happy, carefree and a positive choice.Several trends have converged to create this 'solo' phenomenon and make singles the majority group. Adults are marrying later, or not at all, divorce rates remain high, and increasing numbers of adults live together without exchanging marriage vows.The most significant unmarried sub-group has children, 89.6 million singles head over half of America's households. Single parents are a significant sector who require specific marketing. They enjoy shopping and sharing their children's entertainment and devote a lot of time to providing materially and emotionally for their kids.What's evident is that marketers can no longer afford to have a disparaging view of singletons. A diverse group, ethnically, financially and in terms of age and gender, this group deserves real thought when marketing strategies are developed. Cliché's simply will not do as we see the emergence of the new nuclear family. |
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