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.