new millions of singles. billions of dollars · 2016. 3. 7. · 6 special report fall 2015 “e...

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MILLIONS OF SINGLES. BILLIONS OF DOLLARS: THE RISE OF THE NEW INDEPENDENTS

SPECIAL REPORT — Fall 2015

IN COLLABORATION WITH

2 SPECIAL REPORT Fall 2015

A MASSIVE CHANGE IS TAKING PLACE IN AMERICAN SOCIETY, DRIVEN BY AN INCREASING NUMBER OF ADULTS WHO ARE LIVING A SINGLE LIFESTYLE. HARDLY A MERE DEMOGRAPHIC CURIOSITY, BRANDS AND RETAILERS WHO FAIL TO RECOGNIZE THE SIGNIFICANCE AND IMPLICATIONS OF THIS CHANGE RISK ALIENATING HALF OF THE US POPULATION, AND IGNORING AT LEAST $567 BILLION THE SPENDING POWER OF U.S. SINGLES’ 35-541.

A great deal of the danger for marketers lies in continuing to believe that yesterday’s ready-

made memes about “Busy Moms” or “Digitally Distracted Millennials” — or even age-pegged

targeting strategies themselves — will continue to serve well in a world where more and more

people of all ages are content being, living, and spending alone.

Consider, for a moment, how often advertising

messages and images are premised on the

idea that a particular product or service

will make the consumer more desirable to a

romantic partner, or will enable the consumer

to experience the presumed unequaled joy

and fulfillment of marriage, parenthood, and

raising a family.

What if these appeals don’t necessarily

resonate with singles, who now represent

half of all Americans? Worse, what if these

time-worn images and out-of-date lifestyle

paradigms are actually pushing away those

singles who have chosen the single life

permanently, or those singles who simply

aren’t framing their lives in terms of being in

or out of a romantic relationship?

As we started to look at how brands are connecting with singles, we wondered how many are

trying to do so based on erroneous stereotypes — that singles are sad, lonely, and desperate

for friendship and love. How many other brands were simply ignoring singles entirely?

INTRODUCTION

U.S. SINGLES’ SPENDING POWER:$567 BILLION

1Kantar Retail ShopperScape 2015: Single-person households ages 35-54 spent more than $567 billion on goods and services in 2014.

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Answering these questions became the mission of dynamic-retail marketing agency TPN and

marketing insights agency C+R Research. We sought to challenge the conventional thinking

about singles — learning how they see themselves, examining their shopping behavior, and

measuring their spending power in order to redefine their role in an evolving marketplace.

In this report, we share the key truths and insights essential for building relationships with the

rapidly growing, influential segment we’ve coined The New Independents. What we found could

dramatically impact the way brands identify targets, build profile segmentations, and implement

marketing strategies moving forward, particularly during periods of heavy consumer spending

like Black Friday and the holidays.

In short, the findings of this study offer a roadmap to new opportunities for all kinds of brands

to offer all kinds of products and services to today’s and tomorrow’s singles. This doesn’t mean

abandoning current targets or strategies entirely; it means updating your thinking to encompass

not only this emerging group, but also the new realities of the marketplace.

In September 2014, the Bureau of Labor Statistics reported

that in the U.S., for the first time in history, single adults

outnumbered married ones. That means 124.6 million adults,

or 50.2 percent of those 18 and over are responsible for a

family of one. It’s a trend that began in 1960, has grown

steadily since, and shows no signs of slowing.

Once published, the report’s findings instantly became

fodder for media and pop culture commentary. Bloomberg,

Huffington Post, and Forbes published think pieces. New

Saturday Night Live cast member Leslie Jones made

her debut in a Weekend Update sketch celebrating her

“singleness.” Good Morning America spent an entire week

featuring segments detailing this “shocking” new trend.

Whether deadly serious or tongue-in-cheek, most of this

new public discourse on singles centered on the potential

effect on traditional family structure, the

housing market, and – of course – societal norms.

1950

1976

2014

POPULATION,SINGLES vs. COUPLES

SINGLES

COUPLES


IF YOUR TARGET ISN’T MARRIED, YOU MAY NEED TO CONSIDER WHETHER YOUR PRODUCTS

AND AD/MARKETING APPEALS ARE A NON-STARTER

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All those topics are worthy of discussion, certainly, but that simple stat also held a more

immediate and measurable implication. A deeper dive revealed significant concentrations of

households of one in major metropolitan areas.

This isn’t unexpected given the larger number of single people, but taken a step further,

that’s roughly one third of major-market households that don’t need to fill the fridge for

family dinner, stock up on back-to-school supplies, or worry about finding the hot toy on

every kid’s holiday wish list.

Singles have an entirely unique set of wants, needs, and concerns. But what are those?

And what’s the best way to open a dialogue about them?

United States Census Bureau / American FactFinder. “B11001: Household Type (Including Living Alone).” 2013 American Community Survey. U.S. Census Bureau’s American Community Survey Office, 2013. Web. 13 August 2015.

TOP 4 MSAs BY POPULATION% HH OF 1

METROPOLITAN STATISTICAL AREASCHI NYC LA DFW36% 32% 28% 28%


“ WE LIVE IN SUCH A COUPLES-BASED SOCIETY THAT THERE REALLY ARE NO ‘SINGLES’ OUT THERE – EVERYONE IS PRE- OR POST-COUPLED,” PER MICHAEL COBB, AUTHOR OF SINGLE: ARGUMENTS FOR THE UNCOUPLED.3 THE MAJORITY OF MARKETING MESSAGING AND RETAIL STRATEGY TODAY CONTINUES TO ASSUME A DE FACTO COUPLE OR FAMILY-CENTRIC ATTITUDE. NO REAL SHIFTS HAVE OCCURRED ANYWHERE ALONG THE PATH TO PURCHASE, WITH PROMOTIONAL OFFERS TO “STOCK UP” AND RETAIL EXPERIENCES THAT PRESUME “MOM” AS THE DECISION MAKER STILL THE NORM.

METHODOLOGY

Audience: U.S. Males and Females ages 30-50 with income $50K+; Never Married or Not Currently Married; No Children

* Technical note: Since the Gen Pop and singles cells were not mutually exclusive (11% of Gen Pop respondents were double-counted as Gen Pop and single), we used indexing rather than significance testing to identify differences between the two groups.

3Interview with Michael Cobb, “In Defense of Single People,” July 8, 2012, salon.com

Qualitative Online Immersive Community

“Circle of Friends” Ethnographies

2,500 Participants: General Population and Singles

Our work eclipsed a six-month period, starting with a marketer’s favorite time of year: the winter shopping season. What we found was more than we expected,

even quickly “myth busting” some of our initial speculations.

1:OBSERVE

35 SINGLES

2:ILLUMINATE THROUGH

DISCUSSIONS

3:QUANTITATIVE,

IN-DEPTH SURVEY

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Now that we know the status quo ignores a majority of households, how do we dignify

and respect the single adult? Brands like Honey Maid graham crackers and Tylenol have

acknowledged the evolving definition of the American family — including households of one —

but these are just broad strokes. To truly dignify and directly appeal to singles as a target

requires that marketers respect and understand their choices.

That’s why TPN and C+R developed a body of research to learn how brands and retailers can

win the hearts, minds, and wallets of singles more effectively. Using C+R’s methodologies for

qualitative and quantitative research and TPN’s proprietary POV around the Modal Dialogue™,

our research led to key insights around The New Independents’ perceptions of the consumer

journey as a shopper, behavior as a buyer, and power as an influencer.

We chose to focus on

30- to 50-year-olds with

household incomes of

$50,000 or more as a group

of established adults more

likely to be living “single by

choice,” as the median age

of marriage has increased to

29. And what we really liked

about this audience is they’re

also often single with choices:

where to live, where to spend

their money, and how to

spend their time.

Honey Maid celebrates unique definitions of “wholesome.”

Tylenol’s “How We Family” campaign showcases the variety of modern lifestyles.


THE TRUTH: Being single is not a burden to bear. Singles are not only content, but enjoy their lifestyle, placing great value on the freedom and independence it brings.

“Single means being free to do as you wish, when you wish, and with whom you wish.” - Adrian

“I get to do whatever I want, whenever I want for the most part. The freedom is awesome.” - Stephanie

Getting married is not their singular life’s purpose, with only 5% responding they’re actively seeking a marriage partner. The prospect of marriage is an option for some, with 40% agreeing it’s still a possibility. For others this is their chosen lifestyle, with 30% saying they prefer the freedom of single life and have no intention of changing. But regardless of their openness to love in the near- or long-term, singles are living in the now, enjoying the many benefits their lifestyle brings.

“The assumption [is] that every single is looking to marry [but] the older we get, the less likely that’s the case. Single life is strong, empowering, and fun/adventurous … with freedom over coupled friends.” - Caren

“I fully intend to be single [in 5 years] and remain so.” - Kim

They are on social media, of course, but research revealed they’re actually slightly less active than the general population.

And whereas the general population often looks to social media as a means to stay in touch with friends they don’t have time to socialize with, singles have the time and inclination to maintain more interpersonal relationships. Twenty-six percent have close

friends they consider to be at least as important as their family and make a concerted effort to stay connected,

spending an average of 4 hours with them each weekend.

“I have my New York friends that are truly my family, and when I get together

with [my friends], we discuss everything. Our day, career …

hair tips … pretty much everything.” - Lori

“My best friend would call me a ‘sister wife’ because I was around the house to help with the kids more than her husband.” - Jacqueline

SINGLES ARE DEFINED BY “BEING SINGLE.” THEY TROLL SOCIAL MEDIA LOOKING FOR ‘THE ONE’ SO THEY CAN ESCAPE LONELINESS AND FINALLY FILL THE VOID IN THEIR LIFE.

FROM MYTH-BUSTING

“THE BEST THING ABOUT MY LIFE RIGHT NOW IS THAT I’M FREE AND

NOT TETHERED TO ANY CHILDREN. I CAN PICK UP AND TRAVEL

WHENEVER I WANT.” - ADRIAN

BUYING INTO MYTHS ABOUT SINGLES ISN’T ONLY WRONG, IT’S FINANCIALLY DANGEROUS

Attitudes of singles toward marriage as their lives are today. Trends indicate that more singles today are likely to remain single than indicated here.

34%44%22%

I COULD SEE MYSELF GETTING MARRIED ANYTIME IN THE NEXT 3 YEARS OR SO

I DON’T FORESEE MYSELF GETTING MARRIED, BUT I’M OPEN TO IT / I WILL NEVER MARRY

OTHER RESPONSE

SINGLES ATTITUDES

TOWARD MARRIAGE

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THE TRUTH: Total household income may be higher for the general population, but individual earnings - and, often, financial comfort - are far greater for singles. Although the median household income of our Gen Pop respondents was a reported $90,500 a year, those earnings are often supporting households of two or more members, depending on family size. The single householders’ median income, on the other hand, was $72,300 - and 100% their own.

Our research also revealed singles take pride in financial flexibility and independence. In fact, regardless of income level, our single participants were nearly twice as likely as the general population to say they have the financial freedom to do whatever they want with their money (23% vs. 13% of Gen Pop).

Accordingly, singles carry an overall stronger per-capita spending rate in the marketplace than their coupled counterparts. A key measurement that bears this out: Singles spend 11.4% of their disposable income on leisure and entertainment versus just 8.5% of the general population.

“Financially I’m not limited … so I like to eat out; watch movies; go to bars, events like concerts and sports; buy video games and

electronics; make investments; and travel.” - Stephen

LIVING SINGLE MEANS LIVING OFF A SINGLE INCOME, AND TIGHTER FINANCES MEANS LESS SPENDING FLEXIBILITY.

TO TRUTH-TELLING

“BEING SINGLE GIVES YOU THE OPTION TO BE A LITTLE SELFISH; YOU WORK HARD, SO WHY NOT BUY YOURSELF

SOMETHING SPECIAL?” - JULIE

WHERE SINGLES SHOP, BY FORMAT*

MASSMEIJER

GROCERYPATHMARKSAFEWAY (ALL BANNERS) AHOLD (ALL BANNERS)ROUNDY’S (ALL BANNERS)GIANT EAGLESHOPRITEALBERTSONSKROGER

CONVENIENCE7-ELEVENBP (ALL BANNERS) EXXONMOBIL (ALL BANNERS)SPEEDWAYWAWACHEVRON (ALL BANNERS)HESS & HESS EXPRESSCIRCLE K SHELL

CONSUMER ELECTRONICSHH GREGGNEWEGG.COM BEST BUYAPPLERADIO SHACK/THE SHACKWIRELESS CARRIER STORES

SMALL FORMAT/VALUEFRED’SFAMILY DOLLAR99 CENTS ONLY

DRUGRITE AIDCVSWALGREENS

SPECIALTY FOODFRESH & EASYTRADER JOE’S

SPECIALTY: NATURAL & HEALTHWHOLE FOODSSPROUTS

*Kantar ShopperScape, Custom Data Pull, September 7, 2015


THE TRUTH: Overall, singles aren’t “shopping ’til they drop.” Instead, they’re often savvy shoppers who browse and wait for the right deal before striking. Because they have more free time, they don’t feel the pressure to buy immediately, especially around the holiday season, when they’re not worried about checking off an entire family’s wish list.

“To save money, it’s best to shop for what you want, not what you

urgently need, or you will be stressed and dissatisfied.” - Karren

“When you find a great deal, you want to get naked

and dance in the streets.” - Jackie

On the flip side, a single’s financial independence allows them to pull the trigger whenever they choose, regardless of purchase price, without having to consult with anyone.

“I don’t need anything, so I’m just looking for smoking deals too hot to resist.” - Karren

“The lead time could be like two weeks. It could be two days. There are Saturdays I wake up

knowing I was going to stay home for the weekend, but the thought is not so enticing. And so

I’ll go online and make a hotel reservation and go for overnight.” - Kim

This also corresponds to how they participate in Black Friday and Cyber Monday. They’re less likely to be swayed by pre-packaged promotions, instead choosing to see what’s out there and often waiting on a better deal.

“I will participate [in Cyber Monday] only if there is a really good deal at

Amazon or Timbuk2 (they have been running some good daily deals this weekend).

No specific budget but will spend only if it’s a deal.” - Alex

“I don’t really do Cyber Monday. That’s mostly because I don’t usually find great deals.

I tend to wait until it gets closer to the holiday for a cyber sale.” - Kelvin

This deal hunting and technical acumen is reflected in singles’ use of digital devices during the shopping process. To find the value they seek, singles are much more likely than the general population to use their smartphones to research stores, compare prices, and check product reviews. And at checkout, they tend to be earlier adopters of new retail technology, with 35% using mobile payments compared to 26% of the general population.

WHEN THEY DO SPEND, SINGLES ARE RECKLESS, USING SHOPPING AS A MEANS TO KILL TIME AND FILL EMOTIONAL VOIDS.

FROM MYTH-BUSTING

“THE ADS FOR OLDER ADULTS ALL ASSUME YOU ARE MARRIED AND FEATURE COUPLES AND DEALS FOR COUPLES, WHICH ALWAYS

ANNOY ME BECAUSE I WON’T QUALIFY FOR ANY OF THOSE ‘DEALS.’” - CAREN

SINGLES ARE CONSCIENTIOUS IN HOW THEY SPEND THEIR MONEY

47.2%

41.7%

36.4%

34.2%

32.2%

I SHOP WITH A LIST FOR HOUSEHOLD ITEMS LIKE GROCERIES, TOILETRIES, ETC.

I STOCK UP ON PRODUCTS WHEN THEY ARE ON SALE

I SHOP BASED ON SALES AND PROMOTIONS

I SHOP FREQUENTLY FOR ESSENTIAL ITEMS

I SHOP BASED ON NEEDS, NOT WANTS

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THE TRUTH: Singles take notice. Statistically, they are less apt to identify strongly with brands and claim that advertising does not influence their buying decisions. Some we spoke to laid blame directly at the feet of advertisers.

“I’m financially stable and could afford to spend some money [but] there’s hardly any ads speaking to [singles in] my

age group … Marketing has forgotten a significant population out there they should be tapping into.” - Caren

“When it comes to ads that appear to be targeting singles, most of those assume all singles are college age and

tend to be beer/party related. I haven’t seen realistic ones for older single adults…” - Caren

Though the sentiment crossed the entire marketing industry, the jewelry and mobile phone categories were repeatedly identified as the most notable offenders.

“Everything is usually geared toward couples and families. This seems especially true when it comes to smartphone ads. I can’t remember when I’ve seen a smartphone ad that really targeted a single person.” - Howie

“Sprint’s ‘cut your bill in half’ promotion is somewhat better than the T-Mobile ads that

target families because it doesn’t discriminate against single people.” - Alex

“I find that a lot of prestigious jewelry shops

cater to couples … If you’re single, it tends to

bring up weird emotions. Leaves you feeling a

bit like the odd man out.” - Julie

Singles are hungry to be recognized and respected. They’re ready to give their loyalty and hard-earned dollars to the brands willing to speak directly to them.

“Note to advertisers: Single people have more

income to spend on all your ‘shiny’ things.” - Stephen

SINGLES ARE SO ACCUSTOMED TO COUPLE OR FAMILY-CENTRIC MARKETING THAT THEY EITHER DON’T NOTICE OR ARE UNFAZED BY IT.

TO TRUTH-TELLING

MY DECISIONS ARE OFTEN INFLUENCED BY ADVERTISING

14.2% GENERAL POPULATION

6.1% SINGLES%AGREEING

“WE ARE A MISSED OPPORTUNITY. WE NEED SMALLER PORTIONS IN GROCERY

STORES, HELP DROPPING CARS OFF IN THE SHOP, OR MEETING THE PLUMBER DURING

THE DAY … [WE] APPRECIATE SINGLE RATES RATHER THAN SINGLE PENALTIES. WE AREN’T ALL LOOKING FOR THE HOUSE, SPOUSE, AND 2.4 KIDS WITH A DOG.” - KIM


THE MODAL DIALOGUE™ IS TPN’S PROPRIETARY PHILOSOPHY THAT EXPLAINS HOW MINDSET AND BEHAVIOR

ARE INHERENTLY BOUND TO A TARGET’S MODE IN THE PURCHASE CYCLE. THROUGH THIS LENS, WE CREATE

ENGAGING CAMPAIGNS THAT ALIGN SELECTION, TIMING, AND CONTENT RELEVANTLY IN EACH OF FOUR MODES:

CONSUMER, SHOPPER, BUYER, AND INFLUENCER.

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THESE BROAD FINDINGS PROVIDE A GREAT FOUNDATION FOR RELATING TO SINGLES, BUT IT’S CRUCIAL TO REMEMBER THAT, WHEN TALKING ABOUT A SEGMENT OF MORE THAN 50% OF THE ADULT POPULATION, THERE IS NO SINGLE-SIZE SOLUTION.

Looking beyond singles’ common distinguishers from the general population, we identified

characteristics that distinguish singles from one another. Some of these unique attributes

presented specific opportunities that begged to be explored, and a myriad of personalities arose.

Finding the right personalities to home in on will vary by industry, brand positioning,

and existing segmentation profiles, but the following four personalities and associated

implications are just a few of the many you might consider for your brand.

“ I WAS THRILLED TO HEAR ABOUT TPN’S STUDY,” SAYS JOURNALIST KATE BOLICK, WHOSE BLOCKBUSTER THE ATLANTIC COVER STORY ABOUT THE GROWING SINGLES POPULATION, “ALL THE SINGLE LADIES,” WENT VIRAL IN 2011, IMMEDIATELY GARNERING MORE THAN ONE MILLION READERS AND BECOMING THE MAGAZINE’S MOST-READ ARTICLE OF THE YEAR. “AMERICA IS IN THE MIDST OF A SEISMIC DEMOGRAPHIC SHIFT, AND I’VE BEEN WAITING FOR ADVERTISERS AND MARKETERS TO CATCH ON. SIMPLY PUT, SINGLE PEOPLE DO NOT FEEL WELL-REPRESENTED IN THE MEDIA, OR WELL-SERVED BY RETAILERS. TPN’S FINDINGS PROVIDE A PATH FORWARD FOR MARKETERS AND COMPLEMENT ALL OF THE SOCIOLOGICAL AND PSYCHOLOGICAL STUDIES I’VE RESEARCHED FOR MY OWN WORK.”

A DEEPER DIVE

IDENTIFYING SIGNIFICANT SINGLE PERSONALITIES

THE SAVVY, URBAN SOPHISTICATES

FACTSLive a lifestyle of one Maintain total control, but also responsibility

for their household Moreindependentandconfidentmakingdecisions Feelmorefinanciallysecure

Liberal and progressive, both socially and politically

Likely to live in a large city, but are urban-minded regardless

Defined by their career

Want to enjoy life when not at work Active social life Experiences – entertainment, dining, travel –

are important

Smart shoppers Finding value is the new cool, but value does not

necessarily mean lower cost Will pay a premium for convenience,

environmentally friendly products

Fashionable and look for brands with badge value Consider friends to be the family they choose

CONSUMERAppeal to the things they value most

Independence and self-empowermentRewardingthemselvesfortheirhardwork

Enjoying today while preparing for tomorrowPrioritize quality and badge value in your messaging

SHOPPERDeliver seamless cross-channel experiences

Focus on customer serviceHelpful, attentive associatesPick-upanddeliveryoptions

Flexible return policiesExtended hours

Loyaltyprogramswitheliteperksandservices

BUYERImplement solutions-based merchandising strategies

Organize shelves for streamlined, one-stop shoppingCreateall-in-onekitsfordifferentneeds

Leverage technology to deliver added value at shelfInspiration

Product news and optionsService options

INFLUENCERPrime target for brand ambassadorship

Close-knitcircleoffriendswithsharedvalues, lifestyles, and behaviors

Aspirational in the eyes of colleagues, acquaintances, and community members

SUPPIES


TAKING LIFE ONE DAY AT A TIME

FACTSEasy-going and adventurous Seekuniqueexperiences “Up for anything” once

Adhere to no strict life routine

Happy spending time alone

Leave work at work

More superficial ties to work, friends, and family

Likely to move more frequently

See themselves as having more free time

Impulse buyers

CONSUMERResonate with messaging that speaks to newness,

variety, and breadth of choiceChallenge them to try something new

Capture attention by placing your brand in the context of their world

Pop-ups at concerts, festivals, unique sporting events

SHOPPERStrong target for early product or service adoption

and innovative marketing tactics, such as wearables, mobile wallet, and iBeacon marketing

Skip money-off offers and engage through experiencesLink trial to rewards like contests or

sweeps with experiential prizes

BUYERMake products sexy and exciting at shelf with

standout packaging and displaysCreate unexpected product pairings supported with “not suitable for everyone” suggestions

INFLUENCERTap as early adopter ambassadors

Appeal to their ego and reward them for being unique, cutting edge, and adventurous

Could have greater net of influence, knowing people from different walks, stages, and geographies of life

FREE SPIRITS

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THE ETERNAL INDEPENDENTS

INDIVIDUALISTS

FACTSSteadfastly single with no intention of ever getting married

Fiercely independent – politically, socially, and romantically – and proud of it

Less socially active, highly valuing “me” time and privacy

Ambivalent about finances, but live comfortably and maintain a balance of saving and spending

Do not particularly care for the shopping process

Use smartphones to help make shopping easier

Don’t follow trends or pop culture

CONSUMERBe transparent about what your product is and

what you stand for as a brandLead with less emotionally driven, more practical

“what’s in it for me” messagingStay away from “cool factor” messaging,

as it won’t resonate and may repel

SHOPPERThey don’t browse, so you need to grab them

at the point of purchaseLean on credible influencers, not celebrities, for product

endorsements of higher-stakes purchases

BUYERMinimize hurdles to the trigger moment

Easy-to-navigate aislesKnowledgeable, informative but not “salesy” associates

Clear,straightforwardcheckoutprocess with self-service options

Streamlined services inquiries that do not require membership or release of personal information

Offer single-serve packages positioned against limited need versus portion control or calorie counting

INFLUENCERForego strategies against this target in this modeIndividualistscanbeinfluencers,butyou can’t impact the how, when, and why they

choosetotalkaboutyourbrand


GIVING OF TIME, MONEY, AND ATTENTION

GIVERS

FACTSSocial butterflies with very active social lives

More likely to live with a parent or family member

Extraordinarily generous with both time and money

Treat themselves and think it’s important to do so

Often take on the role of proxy parent

Frequent shoppers and impulse buyers, both online and in-store

Will pay more for premium brands

Consider the store experience important

Very open to suggestion and influence from external sources

CONSUMERAppeal to their emotions

Ladder your brand to the enrichment of friends, family, community

Capitalize on the popularity or cool factor of your brand name

Partner with big-name, trendsetting celebrity spokespeople

SHOPPERPosition your store as a friendly, social destination with a welcoming atmosphere, helpful associates

and inviting meeting placesDevelop promotions that motivate them to get

more for their money versus spending less

BUYERGive your products an edge at shelf with

emotive languageCreate visually arresting or technically

impressive packaging and displays

INFLUENCERTap into strong, deep-seated influence

over family, friends, friends’ children with “pay it forward” messaging

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KEY TAKEAWAYS

This research should enable different brands and categories to uncover different

opportunities, implications, and strategic evolutions. For some, it could spark a sea change

to make singles the core focus of their marketing efforts. Others may seek a new balance in

their advertising and marketing messages and mix. Others still might find that by nuancing

existing strategies, relevancy with this growing audience can be built.

Regardless of the impact on the brand positioning and market segmentation of your brands,

this is the moment we as marketers must embrace three new fundamental truths:

As society has changed, households have changed.

The common conception of “being single” is wrong. As marketers, it’s incumbent upon us to foster relationships based on reality — who they really are, what they really need, and how they really want to be treated. There is an opportunity to speak with a voice that is more in tune with reality, and those marketers who do so will be able to present a voice that resonates more strongly with singles.

The most effective strategies for connecting with The New Independents take into account the product category and are built to resonate with specific personalities at every phase of the consumer journey.

Brands fighting for relevance in today’s drastically changing and evolving world should

consciously consider the findings of this study, its implications, and our recommendations.

We’d love to be a part of that journey.

Contact us today and let us show you how to apply this research to the brands that

matter to you.

For more information on The New Independents and TPN’s Modal Dialogue,

you can reach us at tpnretail.com.

It’s a changing world.

19

CONSUMERIgnore the negative stereotypes of being single. Instead, resonate with these consumers through messaging that speaks to their freedom and independence. Position your brand as enrichment to the lifestyle they already have, not a change agent for a lifestyle we assume they want.

Create targeted “proxy parent” campaigns that celebrate the role singles play in the lives of their friends’ and family members’ children.

SHOPPERWhen it comes to the holidays, re-think what the season may look like for a single. If you’re a CPG brand, consider promoting your products around what to bring as a guest of a get-together. If you’re a retailer, build experiences around Thanksgiving and Friendsgiving celebrations, or family and “family you choose” gift exchanges.

Empower a single to self-gift around the holidays with “Treat yourself, too” promotions. Recognize their hard work and reinforce their belief that they, too, deserve special treatment at this time of year.

Deliver seasonal promotions in the days immediately leading up to the holidays, as these will be among your last-minute shoppers.

BUYERCreate a sense of urgency to buy with limited-time pricing and product availabilities.

Focus your Black Friday and Cyber Monday efforts on traditional married/family targets, knowing they feel the pressure to get their shopping done early. Then generate a new rush of excitement aimed at the deal-seeking single with “best deals of the season”, limited-time, and value-add offerings closer to – or even after – the winter holidays.

Offer bundles, sets, or variety packs — especially online — to make gifting easier, but be careful not to make them feel “cookie cutter”.

Surprise and delight at checkout with “a special holiday gift from us to you” to foster repeat visits and nurture brand loyalty.

INFLUENCERTap into singles’ strong circle of influence by creating brand loyalty and ambassadorship programs that facilitate interpersonal, rather than social, media sharing.

Don’t forget to think beyond stereotypes. If you’re a children’s toy manufacturer or retailer, singles can be a great source of influence over their friends with children, and the children themselves.

AS MARKETERS, WE KNOW THAT GAINING A RICH UNDERSTANDING OF A TARGET SEGMENT IS MERELY THE FIRST STEP TOWARD WINNING THEIR BUSINESS. AS WE INTERACT WITH THIS YEAR’S HOLIDAY CAMPAIGNS AND EVALUATE OUR OWN, WE WANTED TO PROVIDE SOME OPPORTUNITIES AND IMPLICATIONS TO CONSIDER AS YOU START TO THINK ABOUT NEXT YEAR’S MOST WONDERFUL – AND MOST HEAVILY MARKETED – TIME OF THE YEAR.

THE FOLLOWING ARE OPPORTUNITIES TO SPEAK MORE CLEARLY TO THE NEW INDEPENDENTS WITHIN EACH PHASE OF THE CUSTOMER JOURNEY AS IDENTIFIED BY TPN’S MODAL DIALOGUE.

A SINGULARLY PROFITABLE HOLIDAY

About TPN www.tpnretail.com

TPN is a dynamic-retail marketing agency with a proven history of organizing change and inspiring connection in today’s on-demand retail environment. Our intellectual curiosity fuels the knowledge you need to propel your business forward.

About C+R www.crresearch.com

At C+R Research, a full-service marketing insights agency, we’ve been helping brands grow for over 50 years. We’re known for best-in-class methodologies, high-quality analytical insights, and delivering senior-level attention throughout every phase of our clients’ projects. We offer an array of customizable techniques, and knowledge and expertise in youth and family, Latinos, and shopper insights. Our goal is to equip our clients with the insights to confidently develop successful brand strategies and grow their business.

new millions of singles. billions of dollars · 2016. 3. 7. · 6 special report fall 2015 “e...

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