One Lifers

Creative Review blog has a fun review and break down of the report:

Having spent decades deriding singletons as losers with all the social skills of a rock, advertisers now want to make friends with those of us with just the one toothbrush in our bathroom. And it’s not just because, with no family to support, single people are wont to fill their empty lives with pointless new purchases. Being on your own is now, apparently, an aspiration.

Instead of fretting at your lack of mates or your pathetic inability to attract a partner, advertisers now want you to think of the Single Life as a Good Thing: “The label of ‘loner’ or ‘singleton’ will give way to singleness as a value. Advertising will reach out to those without ties, who can do things that you are not able to do in a couple, as a family or in a group,” claim Getty, who reveal that over half of their top 500 selling images feature solitary people. “We are likely to see imagery around the concepts of peace and quiet as a lifestyle choice enabling thinking time, reflection and freedom from chaotic lifestyles.”

Getty Images
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