Organizations are fixated on families—targeting them with products and promotions. By doing so, however, companies end up fighting for the same customers.
Yet there is another market that is overlooked and undervalued. Recognizing this large, diverse group of people provides unique opportunities to escape the competition.
They are the one hundred and twenty-eight million adults in the United States who are unmarried (nearly 50% of the adult population). Moreover, 28% of households in the United States are single occupancy—a number as high as 50% in some Scandinavian cities.
Single Insights is the resource for managers, marketers, entrepreneurs, and salespeople who see an opportunity to escape the competition by serving solos in the marketplace.
