Two counter-trends are at play within the social changes in society. Firstly, the increase in multi-generational households is in part due to unaffordable housing and other aspects of social welfare. This is best illustrated by the fact that in Italy, 37% of 30-year-old men live with their parents and have not lived anywhere else. Secondly, the most significant fact elsewhere in Europe is the growth in single person households.
In Sweden 44% of all households had just one occupant in 2011, while the rate of single households in Portugal was still 18%. However, the rates are increasing every year. In the UK, for example, the rate of single households rose from 30% to 33% between 2006 and 2011.
It might be expected that the number of people living alone will continue to increase significantly as the population ages and the divorce rate increases. Another reason is that there are growing numbers of people – young and old – who choose to live alone to have more freedom and live their own independent life.
Aside from the more obvious implications of this, such as growing demand for smaller dwelling spaces, adaptation of furniture and other household items to be designed with a single person in mind, this also coincides with the growth in urban living. Social isolation is one end of the solo living spectrum. However, research suggests it is the quality of social interactions rather than the quantity that is important. People are after a private life in an increasingly public world.
The challenge for marketers is how best to reach these individuals who are disinterested in mass marketing but are going their own way to realize personal dreams and values. Products will need to be more personalised, experiential, with greater flexibility of use. Brands should add more value and be clearer in what they represent, for example, a statement, identity, cult, experience or style.