Peter McGraw helps organizations that are struggling to delight customers and failing to stand out in a cluttered marketplace.
Leveraging the Rise of Singles in the Workplace
How do organizations recruit and retain the best workers in a competitive marketplace?
One way is to look at a huge overlooked group of employees who are becoming impossible to ignore.
Singles.
In 1960, American business was booming—and so was matrimony. Seventy two percent of adults were married, 90% would marry, and 65% of married couples had children under 18 in their household.
Fast forward to today, the landscape has shifted dramatically: half of all adults and half of the work force in the U.S. are unmarried. A look around your workplace will reveal recent college grads, never married elder Millennials, divorced empty nesters, and semi-retired widows. According to Pew Research one in four Millennials will never marry.
HR policies and management practices in 1960 were designed with the premise that employees would eventually marry and have family. With that outcome no longer inevitable, legacy practices and policies may cause single employees to feel singled out—especially those who won’t partner up, settle down, and have children.
To address this shift, Peter McGraw suggests updating three key areas—benefits, scheduling, and culture—in order to improve workplace morale and the ability to attract and serve single employees while not making non-single employees worse off.
By updating HR policies and management practices to be more inclusive of single employees, companies can not only enhance workplace morale but also position themselves as forward-thinking and adaptable in a competitive market. Ignoring this growing segment risks alienating a significant portion of the talent pool, whereas embracing it can pave the way for a more diverse, inclusive, and productive work environment.
Selling and Marketing to Singles
In a marketplace where a 3% demographic shift is seen as a significant opportunity, businesses are overlooking a massive opportunity happening on a global scale.
As the conventional nuclear family structure of the 1960s wanes, a new dominant demographic force emerges: the single household.
Half of the adult U.S. population, approximately 128 million individuals, are single—and a deliberate choice by many. Half of singles aren’t interested in dating or a relationship at the moment, and many are staying single forever. Businesses should take note of the surge in one-person households, which have increased from 13% in 1960 to 28% in 2020.
Peter McGraw contends singles are an overlooked and undervalued market segment that smart businesses can engage to escape competition. He presents factors driving the striking rise of singlehood globally, delves into the unique needs and lifestyles of singles, and proposes strategies businesses can adopt to better serve this enormous customer base.
While singles are a varied demographic, their objectives, lifestyles, and resources frequently diverge from those of their partnered peers. McGraw introduces four categories of singles—Somedays, Just Mays, No Ways, and New Ways—and highlights how their distinct needs present lucrative opportunities for astute businesses. Throughout his talk, McGraw incorporates success stories and case studies, showcasing enterprises that have flourished by addressing the solo consumer’s needs.
In an ever-evolving marketplace, recognizing and adapting to demographic shifts is crucial. The rise of the single consumer presents a golden opportunity for businesses willing to understand and cater to their unique needs.
Going Solo in a World Built for Two
The single adult demographic is not just growing—it’s thriving.
With half of single adults in the United States choosing singlehood and similar trends occurring globally, it’s time to dispel myths and understand the true essence of this societal shift.
Join Peter McGraw as he explores:
- The Single Surge: Dive into statistics that highlight the rapid rise of single living. From the U.S. to Sweden and South Korea, understand the extent and implications of this global trend.
- Busting Stereotypes: Debunk prevalent misconceptions surrounding singles, based on hundreds of interviews and thousands of survey responses:
- Are singles truly lonely and constantly seeking partnerships?
- Is the choice of singlehood a reflection of an inability to commit or create a family?
- Does the rise in single living signify a societal decline?
- The Positive Impact of Singles: Celebrate the diverse contributions of singles to society. From community involvement to economic contributions to making great art, single adults play a pivotal role in shaping the modern world.
- Lessons from the Single Life: Discover three profound lessons that even married individuals can learn from singles to enrich their lives.
With policy makers, religious leaders, and even your Aunt Sally urging people to marry, it’s crucial to recognize that for many adults, this choice is neither a temporary phase nor a ‘lesser’ lifestyle.
Talks at select organizations
Peter McGraw is a sought-after professional speaker.
Dr. Peter McGraw is a behavioral economist and business school professor at the University of Colorado Boulder. He hosts the podcast Solo – The Single Person’s Guide to a Remarkable Life, he writes for Single Insights – The Science of Solos, hosts The Solo Salon, and the author of Solo – Building a Remarkable Life of Your Own. As a marketing and psychology professor at the Leeds School of Business, he teaches courses in behavioral economics, marketing management, and consumer behavior. He speaks at Fortune 500 companies, public events, and universities around the world.
Talks at select universities
Talks at select universities
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