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Single, childless and ‘bored’: social changes that modify consumption

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Single, childless and ‘bored’: social changes that modify consumption

50 years ago, year up, year down, creating a robot portrait of a consumer was simple, because in the end they were all cut by the same pattern: Certain years of training, looking for a partner with whom to share your life and above all have a few kids, a family-owned home (if you were doing a robot portrait of the American consumer you could add in the suburbs), and a few aspirational purchases like a car or a family vacation. But 50 years later, all this profile has been simply material for hipster songs and for grainy find phone number in pakistan in series and ads with a retro air. The consumer is no longer like that. And the work of today’s publicists is far from simple as it could be in the Mad Men era .

Families have long since ceased to be like this. There are no more father, mother and a couple of children. Now the combinations are much more diverse and advertisers face the challenge of reaching all of them. Generational changes have also modified how those consumers are who they have to reach. The baby boomers of 50 years ago gave way to generation X, which is now being overtaken by millennials (the biggest object of desire for brands because they are the largest group of consumers for a long time) and even their replacement, the generation Z .


But in addition to generational changes, there have been many sociological changes. Consumers no longer live the prescribed life of their grandparents and new ways of life have appeared completely groundbreaking with what was done until then. Consumers are increasingly diverse, their characteristics more fragmentary and, for advertisers, reaching them is increasingly complex. Using uniform messages for everyone is increasingly suicidal from a brand point of view.

For starters, the idea of ​​getting married is less and less popular. Half of Americans are not married today, according to a study by an economist that compares the figure to the 1970s (when single people were 37% of the population). As they point out in Forex Email List Week, the situation is more than a curious note on demographics, it is also a mark of change in the economy. Singles, living alone, are less given to certain consumption patterns (such as buying a house and taking a mortgage) and weaker in the face of changes (being unemployed is more bleeding because they have no one to lean on) although more open to others ( such as geographic labor flexibility) and more effective when making change decisions (they can, for example, adjust their budget with less hassle).

This sociological change (Edward Yardeni has baptized them as ‘selfies’) would also imply changes in birth rates (single singles are less open to having children) and in the products and services in which they are willing to invest. The United States is thus approaching the demographic reality of northern Europe, where singles have been a very important part of the total of society for some time. In Paris or Stockholm, single households are more than half. In Spain, statistics have shown a more or less similar trend in recent decades: fewer and fewer people marry (and if they do, they do so civilly) and they do so at a later age. In 30 years, the marriage rate has dropped by half.

The rise of singles as consumers has spawned products and services over the past few years, from cruises and singles trips that always get a headline on summer news to the boom in everything that focuses on individuality. The singles have been courted by brands that were spending more, but the truth is that as you become stronger point of demographic statistics to brands they will have no choice but to go directly to them. Childless The singles boom has reduced births or will. Having children has ceased to be an obligation or a vital purpose as it was 50 years ago, to simply being an option. And as their optional status has increased, so have the population groups that decide simply not to have children. And among the demographic changes that are changing consumption patterns, this is one that has great effects.

Products for those people without children and without wanting them have multiplied in recent years. There are, for example, all the hotels that are advertised as adults-only and that guarantee a child-free environment to their guests. With more controversy, some restaurants tried to do something similar. Travelers without children spend on different things (and possibly spend more) and are looking for slightly higher consumption segments than family travelers. And this is just one example of everything that childless consumers are changing.

The clearest example of this change in consumption patterns is the so-called NoMo Generation , an acronym that is already circulating on the Internet and that has taken hold to describe all those women who have decided voluntarily and for reasons other than not having children. . They already have books, defenders and manifestos . For brands they represent a new source of income (they are consumers and look for certain products over others) and above all a challenge, since they will have to update the old-fashioned and obsolete way in which they always target women of a certain age (as if they couldn’t be more than the mothers in the detergent commercials).

The NoMo join the PANKs, or “Professional Aunts, No Kids,” (professional aunts without children: or the modern and positive version of single aunts with money of the past). These women do not have children, although they do have a lot of purchasing power and those who benefit from it are their nephews. PANKs spend an average of $ 387 on each nephew, according to a study by Weber Shandwick. Each year, PANKs spend $ 9 billion globally. They are highly connected and technologized consumers and they seek quality.

And boring

But the changes do not only work at the level of descent or interpersonal relationships, the demographic and sociological changes that brands face are much more varied. The new generations are very different from the previous ones. Millennials are looking for things different from what their parents were looking for, such as committed brands or natural products, and they have also led to the emergence of new social subgroups that pose an added challenge for companies. This is what happens, for example, with the Generation Yawn, or the Generation Yawn , which could be a group within millennials (if not millennials in general) who are conquered with the traditional weapons with which they are conquered. young is a mistake (and they are becoming a major trend).

One only has to see the upward trend in social media of the article that The Telegraph published with the confession of one of these young women and that has become a kind of manifesto in the last weeks of this new social group. They drink less, consume less drugs and have as references whiter characters than could be expected. As the journalist who has named the change explains , JK Rowling influences more than Miley Cyrus. They dress in retro clothes, have Taylor Swift (the American singer who has made her clean appearance her personal brand) as a fashion icon and actually prefer to stay knitting on a Saturday night at home than to party. And, although as a young woman explains to the Telegraph, you feel a little “guilty” for not partying, in the end that’s not what they like.

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