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SINGLEARITY
 

SINGLEARITY

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As marriage equality has evolved over the last year we have become wildly aware of one overlooked group: The Single. It's official. The nuclear family has had a meltdown. In the last decade Single ...

As marriage equality has evolved over the last year we have become wildly aware of one overlooked group: The Single. It's official. The nuclear family has had a meltdown. In the last decade Single households have increased by 30% worldwide. By 2020 there will be 331 million single households globally. The US will lead with 36.3 million followed by Japan, 31.6 million, and China, 18.2 million. Singles come from every nationality, age demographic, religion, sexual orientation and gender. But they have one thing in common. Living uncomfortable and ignored in a married person’s world. In 2013, it’s changing on every level.

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    SINGLEARITY SINGLEARITY Document Transcript

    • T H E R I S E O F T H E S O L O C I T I Z E N 2013A FAITH POPCORN PREDICTION WWW.FAITHPOPCORN.COM
    • T H E R I S E O F T H E S O L O C I T I Z E N 2013A FAITH POPCORN PREDICTION WWW.FAITHPOPCORN.COM SOLOHOMES SINGLE HOUSEHOLDS RISE householdofone 331 MILLION SOLO HOMES BY 2020 B Y 3 0 % O V E R PA S T D E C A D E • 36.3 MIL IN U.S. • 3 1 . 6 M I L I N J A PA N singleSENIORS • 18.2 MIL IN CHINA MELTDOWN17 65+ AGE MIL T H E N U C L E A R FA M I LY I S N O M O R ESHAREDBONDSINGLES OUTNUMBEREDB Y A C O U P L E D C U LT U R EEMBRACINGSINGLE-SEXSOCIALCLUBS......AWAY FROMUNWANTEDMALE SINGLEATTENTION. IS THE NEWW W W. FA I T H P O P C O R N . C O M BLACK
    • INTRODUCTIONAs marriage equality has evolved over the last year we have become wildly aware ofone overlooked group: The Single. Its official. The nuclear family has had a meltdown.In the last decade Single households have increased by 30% worldwide. By 2020 therewill be 331 million single households globally. The US will lead with 36.3 million followedby Japan, 31.6 million, and China, 18.2 million. Singles come from every nationality, agedemographic, religion, sexual orientation and gender. But they have one thing incommon. Living uncomfortable and ignored in a married person’s world. In 2013, it’schanging on every level. 1 STANDARD 2 TREND 3 FAMILY 4 WOMEN 5 LIFESPAN
    • STANDARDSingledom is creating the new aspiration.New single role models will emerge to setthe social standard. In the future even thePresident will be single.In 1970 a person who wanted toremain single their whole life wasconsidered “sick” by 80% of the pop-ulation. As 50% of all marriages end indivorce, is it crazy to be single orinsane to be married? Singles will nolonger be considered less than theirmarried counterparts. Soon, tradition-al marriage won’t be considered theideal or even the norm.Major sociological and cultural changes have maderemaining single a viable preference:• Crumbling Gender BarriersGrowing wage equality and female dominated growthindustries are ending women’s dependence on marriage.• Current Tax LawsEngland’s “couple penalty” actually make being marriedmore expensive than being single. Many couples will gettax divorces, ending their marriage on paper while theirrelationship continues unchanged.• Democratization of EducationThe advent of distance learning allows us to choose andchange regularly who we want to become, who we wantto be with and what direction we’ll go over and overthroughout our lifetime.
    • TRENDSingle is the new black.Single culture will definethe mainstream trendsof tomorrow.In much the same way that gay cultureinspires mainstream Trends, Singles arebecoming the new leading edge. They arecultivators of taste and spending on art, newcuisine, hobbies and theater. Without theresponsibilities and financial commitments ofmarriage, Singles are able to indulge in moreluxury purchases without having to justify orfeel guilty about their splurges and whims.Singles spend 33% more on themselves thantheir married friends with children, accountingfor 1.5 trillion dollars annually. Smart marketerswill look to attract Singles in order to find aplace into the general zeitgeist.Why go after the Single Consumer?• CelebrationSingle status is being celebrated in the culture. In2012 China created “Singles Day” to honor its growingsolo population, including parties, karaoke andmassive online discounts which drove sales to recordlevels.• TechnologySingles own more smartphones (49%) than marriedpeople (43%) and utilize more leading edge apps andprograms, like location based tracking and ambientdiscovery.• DatingSingles are participating in a 24/7 dating ritual inrestaurants, clubs, and both men and women areheavy consumers of beauty products.
    • 3 family Children of single parent families will be better prepared for the Future. Preliminary studies indicate that they are more adept at handling conflict, responsibility, disappointment and have a clearer sense of life priorities than two-parent children. Their participation in their own upbringing helps them become more of a partner with their parent and depend more on their extended community. In many ways singles make better parents than their married friends. Single homes, free of the stress that weighs upon many marriages, provide a more ideal environment for a child. How will single parenting change the child-rearing landscape? • Co-op parenting Single parents are coming together, whether through informal networks or communal living arrangements, providing a trusted organic support system. • Outsourcing Singles will give over parenting tasks to aids that transcend the traditional roles of tutors and nannies. A new industry will be birthed wherein highly educated child care professionals serve as life coaches, personal assistants and paid-godparents. • Single Motherhood 53% of all children born to women under 30 are born to single mothers. This number will increase as more research proves the benefits of Single-parent households.
    • 4 WOMEN Single Women will become the new bachelors, avoiding long term committed relationships. Men and women will adapt to The Single-arity differently. For women, being single will be easier, and more beneficial than it is for men simply because women are better self-nurturers and thus better able to care for themselves. The number of single women exploded in the last three decades. In 1979 only 18% of women under 50 were unmarried. Today 51% find themselves single and happy to be so. Their mounting power in society (that we detailed in last year’s prediction, The SHE-Change) will make it difficult to find men of equal stature. The growing number of single-sex social clubs like Grace Belgravia, where women can share informa- tion, frustrations, make business and social con- tacts all away from unwanted male attention are an indicator of the new female independence. Single women will continue to grow in power and influence. • Voting Power Barack Obama has always been a favorite amongst female voters, but in the 2012 election, it was the unmarried women who cinched his victory, many of them Hispanic. • Finances Single women are out earning men, buying more homes and outperforming them in the stock market. Even Warren Buffet is said to invest like a woman by his fiscally monogamous style. • Education By 2016, women are projected to earn 64% of associ- ates degrees, 60% of bachelor’s degrees, 63% of master’s degrees, and 56% of doctorates. The propor- tion of women in law school increased from 3.7% in 1963 to 44% in the academic year 2007– 2008.
    • 5 lifespan “Till death do you part” is unrealistic in a world where people live past 100. There are 17 million single Americans over the age of 65. The unmarried Boomer popu- lation has grown by 50% since 1980. The divorce rate among Baby Boomers has doubled in the last 20 years. 82% of divorced women 60+ have no desire to get married again. As we live longer and the number of life stages people experience increas- es, marriages will have an expiration date with an option to renew. People will have several of these marriages throughout a lifetime, with long stretches of being single in between. Marriage will no longer be able to keep up with life: • Divorce Redefined Newly single Boomers are redefining divorce, turning dysfunctional marriages into convenient cohabitation arrangements, mutually beneficial financial relationships, and deep friendships maintaining family bonds. • Fertility New breakthroughs in fertility medicine will make having babies at seventy a safe and ordinary practice. Premium sperm and eggs will be so plentiful that Singles will be able to pick them up at Spermbucks or bid for specialty samples on Egg-Bay.com. • Partners People will no longer seek a life-partner, but instead will have “lives-partners”; someone to live with, someone to have children with, someone to vacation with and someone to have sex with in tandem.
    • singlesSingles will disrupt every facet of our culture Government and religious organizations will need to adapt to Singles’ relationships, living situations and lifestyles. Look for churches to ritual- ize different types of relationships beyond marriage. Unfair legislation that doesn’t treat Singles as equal citizens will be overturned. Powerful forces in government will fight for the equality of Singles; economically, politically and socially. Singles will also be the first to engage in relationships with artificial intelligence. As behavioral technology and robotics advance, programs and androids of every shape and size will begin to fulfill the roles traditionally handled by a spouse, a friend or date. There is much money and energy being invested in the development of the first life like sex robot. Think a three dimensional holographic Siri with a “Christian Grey” persona. More importantly, through technology, our robotic partners will be able to think, feel and love us back. The rise of the Single will have a mega impact on Brands and prod- ucts. Brands will feel the weight of the Single revolution. To win, it’s message, product size, and retail experience will have to be reinvented. Japanese appliance brands are redesigning household products for smaller living spaces. In Korea restaurants have started providing solo diners their own spaces complete with iPods for a more private experience, while Le Pain Quotidien’s signature communal table is always full of mingling Singles. Many brands today still see themselves as “Family Brands”, a dangerous posi- tion when “Single Brands” will dominate the consumer landscape. Single-Arity is the Next Big Thing (NBT) locally and globally. Marketing, religion, technology, education, transportation, gov- ernment will all need to change or face extinc- tion. The rise of the solo citizen will redefine the human experience. Welcome or unwelcome, The Single-arity is here for good, or bad. Write to me at Faith@Faithpopcorn.com and share your thoughts and what youve observed. Im single, are you? Best Future, Faith