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Saturday, June 14, 2008

Musing on being single

The importance of the ‘single’ is another of those demographic trends that doesn’t get the attention it deserves. This is a good post about the myths that marketers hold about this group – in particular single boomers.

In the US there are more households consisting of single people living solo than of households with the classic nuclear family (mum, dad and the kids). Americans now spend more years of their adult lives unmarried than married. Message is loud and clear – pay attention to the wants of singles and don't alienate them with couple-centric creative.

My guess is the marketing myths are those that most annoy the author, the way they are expressed has that personal feel.That is not to say they have any less value. Dick Stroud

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