For the first time in US History, singles account for over 50% of the US population. In this white paper, TPN Shopper Marketing discusses this shift and new strategic opportunities for marketers, brands and retailers to connect with this group. TPN Shopper Marketing

1. Reimagine
Retail
TM
THE TARGET OF ONE: BUILDING MODAL DIALOGUE™
WITH THE RISING SINGLE CLASS

2. 2www.tpnretail.com
Since then, “singles” have been a hot
subject of interest in both the news
(Bloomberg, Huffington Post, Forbes, etc.)
and even pop culture (SNL, Good Morning
America, etc.), mostly exploring this new
trend’s implications on topics such as the
economy, family structure and society in
both serious and comical perspectives.
But what are the opportunities for brands
and retailers, since the majority of
marketing messaging and retail strategy
today assumes a de facto couple or family-
centric attitude? And those few marketers
who do speak to singles often do so through
over-generalized, off-putting stereotypes
that focus on twenty-somethings or Baby
Boomers. What about single Gen Xers, a
segment that is likely living a “single-by-
choice” lifestyle, makes their own decisions
around their individual short- and long-
term needs and wants, and has disposable
income and flexibility of time?
A NEW AUDIENCE
HAS EMERGED
In September 2014, the Bureau of Labor Statistics reported
there are more single adults in the U.S. population than there
are married ones for the first time in U.S. history.
TPN and C+R Research are conducting research to uncover – and ultimately unveil – how brands and
retailers can get into the hearts, minds and pocketbooks of this Rising Single professional class. Using
TPN’s proprietary POV around the Modal Dialogue™, our research will lead to insights and implications
to help marketers understand Rising Singles’ perceptions as a consumer; journey as a shopper; behavior
as a buyer; and power as an influencer. And because of the range of different attitudes and behaviors
within this group, we will seek out archetype segments that will help marketers find relevance with their
singles target sub-groups.

3. 3www.tpnretail.com
ourresearch
Who are we studying?
• Single Males & Females
• Ages 30-50
• Live alone
• Do not have children
What’s our approach?
Proprietary qualitative and quantitative research
via four phases:
1. Secondary research audit
2. 6-week online immersive community
3. In-home ethnographies with online
panelists and their single friends
4. In-depth quantitative survey
As of February 2015, the first three phases were complete, and the fourth is under way. Already,
initial research is beginning to uncover directional findings and opportunities around Rising
Singles across the entire Modal Dialogue.
PHASE 1:
Foundational
Secondary Research Audit
Define the scope
COMPLETED
IN PROGRESS
PHASE 2:
Qualitative Online
Immersive Community
Observe singles over holidays
PHASE 3:
Qualitative “Circle of Friends”
Ethnographies
Illuminate, bring to life
PHASE 4:
In-depth Quantitative
Dimensionalize and market-size

4. 4www.tpnretail.com
initialfindings
N
ot all singles are looking for love; in fact,
many are content with – and even see
many benefits in – being single. As one of
our research participants, Adrian, stated,
“Single means being free to do as you wish, when
you wish and with whom you wish.”
This sentiment is proving universal, regardless of
gender or openness to love. “The single life allows
you to be who you are with no restrictions,” Julie,
another participant, noted. “You can be selfish
without the guilt. You don’t have to answer
to anyone.”
These perspectives are in huge contrast to the
common misconceptions that singles are seeking
love, feeling lonely and vulnerable, or even
dreaming about marriage.
BEING
SINGLE HAS
A DIFFERENT
MEANING IN
THEIR LIFE
Opportunity To Reach The Consumer: Ignore the negative
stereotypes of being single. Instead, resonate with and
empower this consumer by speaking to the freedom and
independence that singles so value in their lifestyle.

5. 5www.tpnretail.com
initialfindings
W
hen shopping for the winter holidays,
Rising Singles seem to name themselves
as the “plus one” on their own gift lists.
Without having that special someone
who is shopping for them, they compensate by gifting
themselves. “Since I don’t normally get gifts from
others,” community member Karren explained,
“I definitely take the time to buy myself something
from my wish list for Christmas.”
And with fewer people to buy for and a less stretched
wallet, they don’t feel guilty about it. In perfect
summary, Stephen added: “Since I’m single, I like
to splurge on myself.”
THE PERSON
ALWAYS ON A
SINGLE’S GIFT
LIST: “ME!”
Opportunity To Reach The Shopper: Supplement gifting messaging
with “for yourself” or “treat yourself, too” messaging and experiences.

6. 6www.tpnretail.com
initialfindings
O
ne thing Rising Singles long for is having
a companion at the end of the day to talk
to and share their thoughts with, especially
when they are stressed. Without that person
to turn to, they gravitate to friendly stores where
they feel welcome and can have a chat with staff.
One participant, Jill, often chooses Trader Joe’s for
that exact reason. “Trader Joe’s is geared towards
people like me,” she said. “Employees are friendly
and ask how your day went.”
THEIR RETAIL
TRIP CAN
BE A SOCIAL
EXPERIENCE
Opportunity To Reach The Shopper: Create welcoming
environments for shoppers that make the store more than
just a place to buy things. And don’t forget the sales staff.
Good, friendly, well-trained staff can make one retailer
a destination over another.

7. 7www.tpnretail.com
initialfindings
“
Rising Singles love a great price. They are
always on the hunt for items they want;
however, they wait to buy them until they
find deals too hot to pass up. “To save
money, it is best to shop for what you want, not
what you urgently need, or you will be stressed
and dissatisfied … I don’t need anything, so I’m
just looking for smoking deals too hot to resist,”
said participant Karren.
Their freedom and flexibility lets them shop without
a sense of urgency to buy, even during the winter
holiday season, since they don’t have a child for
whom they MUST buy the hot toy by Christmas.
THEY BUY
WHEN THEY
CAN POUNCE
ON A DEAL
Opportunity To Reach The Buyer: Capture deal-minded Rising
Singles with promotions specially geared to their needs, wants
and hot buttons, including limited-time pricing/availability
that creates a sense of urgency for these buyers.

8. 8www.tpnretail.com
initialfindings
A
lthough Rising Singles are not hyper-
involved in social media for sharing
opinions or getting ideas about brands
and products, this does not mean
they don’t look to a close network of friends.
As one of our singles, Lorianne, described
it while speaking on the subject, “I have my
New York friends that are truly my family …
When I get together with my core friends we
discuss everything. Our day, career … hair tips,
nightmares, pretty much everything.” Friends
are so close they are considered family, and
their opinions have enormous weight.
FRIENDS ARE
THEIR CHOSEN
FAMILY
Opportunity To Reach The Influencer: Leverage the highly
influential role Rising Singles have with their friends by creating
loyalty brand ambassadorship programs that encourage
interpersonal word-of-mouth – not social media – sharing with
their inner circle.

9. 9www.tpnretail.com
moretocome
W
ith such findings coming to light, new white-space opportunities for brands and retailers are
becoming apparent. The fourth phase of our research will draw out these opportunities by defining
unique singles archetypes to help marketers identify their appropriate singles target sub-segments.
In turn, marketers will be able to use this information to build relevance with the Rising Single class.
Be on the lookout for updates from TPN and C+R!
Deb Friedland
Managing Director
Planning Perspectives
220 E. 42nd St.
Suite 1306
New York, NY 10017
212.599.6691 ext.5061
deb_friedland@tpnretail.com
www.tpnretail.com
Reimagine
Retail
TM
Dave Mastrofski
Vice President
C+R Research
500 North Michigan Ave.
Chicago, IL 60611
312.828.9200
312.527.3113 fax
DaveM@crresearch.com
www.crresearch.com

10. 10www.tpnretail.com
TPNis a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the
intersection of commerce and imagination. TPN’s Modal Dialogue™ ensures success in dynamic retail,
first by identifying a target’s retail mode of behavior and then by creating content in sync with those
modes. Fueled by a commitment to making the buy happen for global brands, TPN is celebrating more
than three decades of Reimagining Retail. TPN is a part of The DAS Group of Companies, a division of
Omnicom Group Inc.
abouttpn