The Single Shopper – an overlooked consumer ready to connect

By
on November 25, 2016

The Single Shopper – an overlooked consumer ready to connect

By on November 25, 2016

A vital part of our work in the marketing field is to understand the shifts that take place in the constantly changing consumer landscape, in order to develop relevant communication strategies. For this reason at envision we are on a constant pursuit of knowledge and insights.

Our latest study examines the single shopper. Not only is the single household the largest it has ever been before in Denmark at 37% of the population, but the solo lifestyle is on the rise all over the world. However, many marketers are overlooking this demographics’ powerful potential. Euromonitor predicts that the number of single residents will increase by 48 million by 2020, a jump of 20%, making it the fastest-growing household group in most parts of the world.

Even more interesting are the opportunities to connect with singletons. Not only do our findings show the flexible spending power of this consumer group because of their economic freedom, but also the new realities in the marketplace. Despite the interesting rise of this segment, singletons still feel there is a stigma to being alone. The majority of communication still conveys messages of fulfilment in finding a partner or in depicting conventional family lifestyles, even though family dynamics are changing too. Our study found that opposite to the idea of being alone, singletons actually feel free-spirited, independent and empowered. Eric Klinenberg, a sociologist and author of ‘Going Solo’ underlines this point by saying “living alone, being alone, and feeling lonely are three different social conditions.” In other words, being single is increasingly a normal lifestyle choice, not an unhappy circumstance.

Perhaps brands and retailers around the world need to start focusing less on traditional demographic structures and break down boundaries by thinking in new ways. For example, why don’t we celebrate the single person’s ability to splurge and indulge in things for themselves? This is what the Chinese e-commerce giant Alibaba did in 2012 with National Singles’ Day on the 11th November, by offering special deals and promoting the message to treat yourself, and buy the things you have always wanted. Today Single’s Day is the largest online shopping day in the world.

Knorr is another example of a brand talking to singles through innovative thinking with their latest campaign Love at first taste

The film was a refreshing take on modern dating that originated from real consumer insights and centred on the brand and product benefits rather than depicting a cliché of singles and dating.

With all our findings on singletons, we can conclude that there is no one “single-size-fits-all” communication solution, but that we are living in a diverse world filled with dynamic singles waiting to connect. Are you ready?

By Stine Østergaard, Strategic Planner at envision

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