As Single Becomes New Norm, How to Market Without Stigma

July 5, 2019

Never-married single people ages 25 to 34 now outnumber the married cro


wd by 46% to 45%, a stark reversal from just a decade ago, when couples held a 20-point edge in the age group, according to an analysis of new Census data by the Population Reference Bureau. In essence, selling to singles no longer means just targeting teens and those in their early 20s.

Some marketers are taking notice: More ads are featuring singles and some companies are reaching out to them, such as Coldwell Banker and Norwegian Cruise Lines. But for the most part marketers are only slowly adjusting to the new normal. And in some instances it doesn't make sense to exclusively target singles, according to interviews with multiple ad agency executives.


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