STAGE 1: The Single living trend

single women living alone

the ignored consumer group

To what extent does the single living trend create AN opportunitY for fashion brands TO TARGET SINGLES femaleS?

Libby dale n0755232 Word count: 7429

ethics declaration - i confirm that this work has gained ethical approvement and that i have faithfully observed the terms of approval in the conduct of this project.

Signed: Date:

CONTENTS two ONE

INTRODUCTION 1.0 AIms 1.1 Objectives 1.2

four three

introduction to the trend 2.0 female autonomy 2.1 the cost of singledom 2.2 self-purchasers 2.3 conclusion 2.3 gaps in the knowledge 2.4 overview of research methods 3.0 research sample 3.1 quantitative research 3.2 qualitative research 3.3 gen z and singledom 4.0 Implicit or explicit representation 4.1 singledom and the modern world 4.2

six five

the future 5.0 conclusion 5.1 recommendations 5.2

appendix 6.0 references 6.1 bibliography 6.2 models 6.3 responses 6.4 ethics forms 6.5

INTRODUCTION ONE

introduction 1.0 aim1.1 Objectives 1.2

Introduction 1.0 For women, it is often assumed that being single isn’t a choice but due to character flaws or even because they do not look good enough to attract a partner.

Marketers in the past have capitalised from this widespread belief. We can see it in the relationship advice sections of magazines, advising women that they must change in order to be more admirable to men. Or within the beauty industry that has sold women products that make them more attractive for decades. As well as the perfume adverts that suggest wearing their scent will instantly transform you into a seductive goddess. In the past it was this ideology of finding love and the insecurities internalised by single women that this story has created that has led to product sales.

Is this narrative still relevant to the modern-day woman? Or is there an opportunity to empower the single female? Data is suggesting singledom is a global phenomenon. Does this mark the beginning of a time where the fashion industry changes the way they market towards single women and will brands that fail to adapt get left behind?

7

AIM AND OBJECTiVES THe aim 1.1 To analyse the unique opportunities that the global increase of single females has created for fashion brands, as well as considering the potential challenges associated with targeting this consumer group.

THe objectives 1.2 To analyse the drivers of the single living trend and the increase in the number of single female’s globally.

To explore the challenges that single women may face and how these challenges create opportunities for fashion brands to better meet the needs of the single consumer.

To explore the current representation of single women by fashion brands and the impact this has on single females.

To consider the potential challenges associated with targeting single females that brands may face.

To explore the different lifestyle choices single women make compared to married or partnered women and how these affect their fashion purchases.

To consider the spending power of the single female consumer and to explore the specific product categories that could benefit from the trend.

8

Literature Review o tw

introduction to the trend 2.0 female autonomy 2.1 the cost of singledom 2.2 self purchasers 2.3 conclusion 2.4 gaps in the knowledge 2.5

the proportion of people living alone 2.0 Figure A

(Data via Eurominotor, 2013)

Single Person Households % of households 2013 35+ 30.0-34.9 20.0-29.9 10.0-19.9 0.0-9.9 Not Illustrated

Europe and Japan have the highest percentage of single person households world-wide

who are the singletons? 2.01 DDepaulo (2016) and Kleinenberg (2012) use the word ‘singletons’ describe single people who live alone. Until recently, it was normal to assume that people who live alone do not do so out of choice, this assumption was also made by marketers who viewed people that partake activities alone as lonely instead of supporting them (Goodwin, 2012). However, people across the globe are choosing to live alone as it suits them as an individual (Kleinenberg, 2012 and Brendan, 2013). The graph above shows that living alone is becoming the norm in many places, including most of Europe, Japan and the US. Research by Kleinenberg (2012) author of Going Solo, concludes an increasingly accepted perspective of living alone amongst scholars where he suggests that living alone “allows people to pursue modern values such as individual freedom, personal control and self-realisation”. These singles possess unique lifestyles: they are educated, have good jobs and only have themselves as a financial burden (Hundal, 2005). This creates unique opportunities for marketers to target a group with different requirements and values to those who live in a family in order to support their decision to live alone or partake in activities alone. This trend is highly relevant to the fashion industry due to the high amount of

spending single females make in the apparel and footwear market, as shown by figure B making them an influential consumer group.

The trend is set to grow with Euromintor (2013) predicting single person households will grow faster than any other household type by 2030.

Figure B (Data via Morgan Stanley, 2019) Single females outspent average U.S. households on a per person in the apparel and footwear category.

1200

1000

800

600

400

200

0

Single Females

11

Single Males

Households

https://www.refinery29.com/ en-gb/daria-x-lazy-oaf-collection

https://www.apartmenttherapy.com/loft-bedroom-studio-apartment-diy-ideas267777?utm_source=instagram&utm_medium=curalate_ like2buy_VEMZNp9T__ d0c92aaf-9d37-49458756-af31e332d86e&utm_ campaign=Category/ Channel:+main&crl8_id=d-

“In today's always-on world, living alone is seen as offering a rare opportunity to relax and unwind�

(Stylus, 2017).

12

a fem lE

female autonomy 2.1

Single females are a driver of the single living trend (LS: N, 2019). An increase in female economic growth has enabled them to own their own homes without the dependence on a partner for financial security. People are single due to a multitude of reasons such as divorce, choosing to delay marriage or not to partner it all this has lead to an overall shift from the traditional family to many women choosing to live alone (Letchfield et al., 2016). Women can have a choice due to female economic development (DePaulo, 2011). The number of females owning their own homes has increased dramatically alongside female earnings and the number of women in the top 100 highest paying companies which has doubled in the last 10 years (Bain, 2018). The route to fulfilment in a woman’s life is no longer as predictable as it has been in the past where most women got married and had children at predictable stages in their lives. Instead, the course is less linear: some women are choosing to delay marriage and to not have children or get married at all.

With many women choosing to focus on career development over other life paths (Brake, 2012 and DePaulo, 2011). This change should be recognised by brand that are within categories where women spend the most. These brands are most likely to benefit from the trend and should consider adapting their offering. For example: apparel and footwear and personal care (Morgan Stanley, 2019).

society, as well as calling out brands that fail to respond to these inequalities (Maclaren, 2015). Brands should be mindful of how they are representing single women in the future as social media conversations mean that they risk being called out by influencers if they wrongly address these single women having a damaging effect on the brand reputation. As being single continues to become normalised by increased conversations around the topic, more people will be questioning the stigmatisation and stereotypes that exist in society surrounding singledom and people who live alone. They will be more likely to cause backlash against brands that fail to meet their needs or represent them appropriately.

the cost of singledom 2.2 singlism 2.21

Some researchers such as Budgeon (2016), Morris (2006), DePaulo (2011) and Cheng (2016) argue that this exercise of autonomy and choice that women display through the ownership of their own homes does not apply to their personal lives where they still feel stigmatised by society for being single.

Despite the loosening of gender norms and the availability of alternative living arrangements (Cheng, 2016). DePaulo and Morris use the term “singlism” to describe this negative stereotyping, which is particularly present after a woman reaches the age of 30 (Bolick, 2015).

Singledom is often deemed as an incomplete state until a woman is happily coupled up (LS: N, 2019). This is evident through pop culture, with characters such as Bridgette Jones labelled as “destined to be alone” (Taylor, 2012). Even the Disney characters young women grow up

feminism 2.11

The feminist movement has helped to drive the trend and change attitudes towards singledom. It has critiqued the assumption that a heterosexual relationship is the norm and end goal for every woman (Budgeon, 2016). A fresh feminist zeitgeist and newly imagined form of feminism is defined by the values of autonomy and independence, females are now able to live outside of the restrictions of gender norms (Budgeon, 2016 and Zimmerman, 2002). In the modern day, young social media activists are flagging up areas for improvement within

13

P inde d n E e nCE

watching are always searching for their Prince Charming in order to live happily ever after.

Depicting singledom as an incomplete rather than a positive life choice, this influences the way women view their own singledom (Bain, 2018 and Taylor, 2012). Marketers should avoid continuing to retell this harmful, outdated stereotype (Brenady, 2013). By doing so they risk alienating a large percentage of the population with a large amount of spending power as well as strengthening the stereotype.

14

representation 2.22 It is important that marketers recognise that stereotypes can be reinforced by marketing interactions as well as through advertisements, they have a responsibility to represent people responsibly and ethically (Goodwin, 1992).

There is a debate surrounding the extent that singles want to be represented by brands in advertising and campaigns. Some researchers (Brenady, 2013) agree that not targeting singles explicitly is the best option for brands, they argue that the subject of singledom should not be mentioned due to the negative stigma.

However, this contradicts the values of the fresh feminist zeitgeist, as discussed by Budgeon (2016) which suggests that women should be happy to be targeted directly as they are feeling empowered in their single state. Equally, the acceptance of living alone as suggested by Kleinenberg (2015) should make addressing single women as ‘singles’ acceptable.

purchase behaviours. According to Mintel (2017) 36 percent of singles in the U.K. compared to 52 percent of those in a relationship feel secure financially. Single females appear to be the perfect fashion consumer: they have no kids, they like to socialise, and they have good careers and only have themselves as a financial burden (Buschmann, 2019 and Hundal, 2005). However, it is important to note that they feel less financially secure than their married counterparts which could make them feel less inclined to buy fashion purchases. However, the data by Morgan Stanley (2019) suggests these women still outspend single males and the average household in apparel and footwear.

Fashion brands should make purchases easier for these single females who may feel financially strained at points of the month such as before a rent payment by introducing schemes such as Klarna’s buy now pay later which allows them to pay later in the month.

Hundal (2008) uses the failed Heinz “Soup for One” product launch as part of their argument against explicitly targeting singles. The product launched in the 1980s and was unfavourable due to the negative stereotypes that existed at the time surrounding living alone. More recently food brands Heinz and Tesco have responded to the trend by introducing single sized serving products targeting singles (LS: N, 2019).

However, this has been done in a more subtle manner than the “Soup for One” campaign.

When adapting a product or service to better meet the needs of solo dwellers brand should be aware of the negative connotations of singledom that still exist when choosing how to address this consumer group, although these are likely to be reduced into the future as the trend and awareness around the subject continues to grow at the expected rate.

self-purchasers 2.3 Self-purchasing is a trend amongst single women that live alone, this is evident through the increase in jewellery and diamond sales by women purchasing gifts for themselves, particularly in China where diamond sales have increased by a third (LS: N, 2019 and Forbes, 2017). The trend is relevant to single females that live alone as the products that are

single living ‘tax’ 2.23

Research by the Office of National Statistics (2019) in the U.K. analyses the impact that living alone has on single females financially.

As well as government discrimination brands are also responsible for making the cost of living higher for singletons (LS: N, 2019).

Appendix figure 3 highlights how much more singles spend per person on necessities such as milk, this is significant as the increased costs single dwellers pay amount to £2000 per year (LS: N, 2019). Although this does not directly influence fashion brands, as couples that buy more clothing than a singleton do not receive a bulk discount price, it highlights that singletons spend more of their disposable income on necessities which will impact their fashion

15

being bought are traditionally bought as a gift from a partner for special occasions or to mark milestones in the relationship. The percentage of women compared to men who purchased women’s jewellery increased 14 percent between 2016 and 2017. “Jewellery sparks reaffirming emotions that appeal to the selfpurchaser such as feeling happy, special and attractive” (Hoge, 2017). The brand Everlane has responded to this micro trend (LS: N). Their tag-line ‘underwear made for you’ implicitly targets singles who share the brand values of female empowerment and self-care. This is an example of an opportunity created for a brand who have identified a consumer insight: that a woman’s priority isn’t looking good for a partner but wearing underwear that makes them feel good regardless of their relationship status.

Fashion brands have an opportunity to use similar insights that have arisen from the trend to target their product towards this group who due to their large size and buying power should not just be seen as a niche but as a significant consumer group worth targeting.

https://www.google.com/ search?q=everlane+no-f rills,+no+bows,+no+bu llshit%E2%80%99&rlz= 1C1GCEA_enGB885GB885&sxsrf=ACYBGNQX6frrqWRq0zOrPPZgxW6TScJOSg:1579640932768&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjVjq6FzZX-

16

conclusion 2.4 To conclude, all fashion brands should be considering adapting their marketing strategy in order to meet the needs of the single female, due to the large size and significant spending power of this consumer group in the fashion and apparel market. Fashion brands should be representing the single female in a way they fit with the new feminist zeitgeist and avoid retelling out dated stereotypes. The main opportunity for fashion brands that has been present in the available literature surrounding the topic is not about adapting their products but to adapt the stories that they are telling in order to avoid being viewed as an outdated brand and to avoid social media backlash.

gaps in the knowledge 2.5 The literature is widely written from the perspective of sociologists, this is helpful as it helps to understand the needs and desires of the consumer group as well as the social issues associated with the single female.

However, there is limited academic research surrounding the topic in relation to the impact that this consumer group will have on fashion marketing. It will be necessary to know how a woman’s perception of singledom impacts her fashion purchase behaviours.

The literature surrounding the stigmatisation of single females is often contradicted by literature which suggests singledom is a choice for the modern-day woman. The primary research will focus on Generation Z to see how the modern-day female feels about being single and whether the societal shift as mentioned in the literature impacts the purchase behaviours of this generation. This will enable a better answer to the research question as it will reveal the extent in which the modern-day single female is happy to be targeted by brands and whether they want to be targeted implicitly or explicitly.

17

18

METHODOLOGY e e r th

overview of research methods 3.0 research sample 3.1 quantitative research 3.2 qualitative research 3.3

methodology Secondary research 3.0 The secondary research conducted helped to build a picture of the research already available by leading researchers in the subject area.

Journal articles and books were used to get a better understanding of the topic in the academic landscape. Ted Talks were watched as they highlighted areas for further study and the potential debates which helped to inspire and lead to further research around subjects related to the topic. Statistics and data were collected from both the UK and Global data basis including Mintel, Euromonitor and Office of National Statistics to provide accurate demographic data. Other data basis included LS: N Global and WGSN to obtain relevant statistics specific to the fashion industry and marketing. The wide range of sources enabled a rounded exploration of the topic and a wide breadth of knowledge to identify areas where further research needed to be conducted.

primary research 3.01 The primary research was conducted to fill the gaps in knowledge which were highlighted in the literature review, this made sure that the report highlighted new areas where it was necessary to gain more knowledge in the subject area.

21

research sample 3.1 The respondents chosen were single females aged between 18 and 25, people of this age group are classified as Generation Z. This demographic was chosen because they differ significantly from previous generations and therefore, new research needed to be conducted to find out more about this unique generation. Generation Z are the first generation of consumers to have grown up in an entirely post-digital era, they use social media every day and are constantly connected to their peers (Future Cast, 2017). It is necessary to know how the digital age has impacted the single female’s views on singledom and how their exposure to social media content affects how brands should be responding to them specifically.

This generation’s search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people (Mckinsey, 2019). If this generation feels differently about relationships than older generations they will need to be addressed differently, it will be necessary to know whether they want to be targeted implicitly or explicitly by marketers. People of this age group have not yet reached the age of ‘30’ which has been deemed by scholars the age that singledom is questionable by society and the age in which singledom is no longer viewed as a choice but due to a matter of circumstance. By looking at Gen Z’s perspective on singledom, the views of generation Alpha on singledom can be predicted.

SAMPLE limitations It is important to note that people of this age group have not yet hit ‘30’ which is the age that scholars suggest women feel more marginalized for being single. Therefore, their views may change in a decade when their singledom is no longer accepted in society due to their older age and the expectation for people to have hit the milestone of marriage at this age. All of the single females for the questionnaires did not live alone as it would not have been possible to get 100 respondents that meet these criteria. However, all of the focus group respondents were university students that have moved away from home and were therefore used to being self-sufficient and single. Because of this, they could still relate to the issue of single women that live alone face.

22

quantitative research questionnaire 1

160 respondents answered the questionnaire, however, Survey Monkey only enabled access to the first 100 people without payment. This enabled the use of percentages for their answers as each person represented 1 per cent. Most of the questions were quantitative to gather data from that can be presented in a graph for comparison of results. The questionnaire was kept short to maximise the number of full responses for increased validity with the average response time at just 2 minutes.

limitations Due to accessibility, all of the respondents were from the UK and therefore, the results do not represent the opinions of the global population.

However, many of the trend drivers are happening across the globe so the results are likely to be similar in different countries that are also seeing a rise in single dwelling females. However, this is without taking cultural differences into account which have an impact on how people view their singledom such as religion.

23

3.2

qualitative research

3.3

Qualitative research methods were used alongside quantitative methods. Qualitative research methods were also used as they help to uncover the respondent’s attitudes and behaviours (Imms, et al., 2002) (See appendix figure 5). This was beneficial as it enabled a better understanding of how the single women perceive themselves and it allowed a better understanding how they felt in response to campaigns, advertisements and social media influencers in both the focus groups and qualitative questionnaire.

questionnaire 2 A second online questionnaire was created which consisted of qualitative questions, this questionnaire aimed to get a deeper understanding of the motives behind the behaviours of respondents and to uncover unexpected insights. By asking respondents how they felt about photographs and video campaigns, it helped to uncover their underlying thoughts and feelings concerning their single relationship status. This helped to inform the recommendations surrounding the extent that brands should be responding to the trend.

limitations limitations limitations Some of the qualitative questions asked in the questionnaire were not answered in-depth, with some people giving short, one-worded answers or some leaving no answer. This meant that there wasn’t a full range of in-depth answers, however, some of these questions were rephrased and asked again in the focus groups to get more indepth answers, the focus groups allowed answers to be elaborated on by asking respondents ‘why’ they felt the way they did.

focus group The questions were asked by the researcher, which could have potentially created bias and leading questions, however, an effort was made to ensure that no additional questions, other than the pre-prepared ones were asked other than asking the respondents why and for further explanation.

A focus group was conducted which allowed respondents to take part in activities. Some of the activities involved working as a group, for example, respondents were required to agree on a hierarchy (appendix activity 1) which sparked discussion and debate amongst the focus group participants uncovering the individual’s opinions.

expert interview The expert interviews were conducted over email and respondents were found and contacted via LinkedIn. The experts contacted were or had been working in trend forecasting, in marketing jobs for fashion brands, were social media influencers or academic experts with published work surrounding the topic. The questions were adapted for each of the experts to utilise their specific area of knowledge and expertise. This enabled a wide variety of expert perspectives on the topic area considering a wide variety of opinions which were focused on different areas.

An in-person interview would have allowed more questions to be asked. But to reduce the amount of time the questions would take and therefore, the response rate of the chosen experts, the questions were asked via email.

RESEARCH FINDINGS R FOU

ch one: Gen z and singledom 4.0 ch two: Implicit or explicit representation? 4.1 ch three: singledom and the modern world 4.2

gen z and singledom

4.0

chapter one

https://www.wgsn.com/ content/image_viewer/#/image.26848104/set/%5B%22image.26848104%22,%22image.26848109%22,%22imag e.26848096%22,%22ima ge.26848098%22,%22image.26847998%22,%22image.26848106%22,%22image.26848097%22,%22im-

7

introduction Many researchers mentioned in the literature review: Budgeon (2016), Morris (2006), DePaulo (2011) and Cheng (2016) argued that stigmatisation of singles still exists within society although this is less prevalent than in previous generations. These scholars suggested that this negative stereotype is internalised by single women who still view themselves negatively as the shift in attitudes is still in action. This chapter will review the extent to which this convention affects the generation Z single woman in particular. It will discuss the ways singles should be represented in the future including the activities they spend their free time doing and who they spend time with.

In order to be more mindful of the generation Z’s view on singledom and representative of the modern day single woman.

28

a generational change The consensus from the interview respondents was that they view singledom positively, but they recognise that this as a privilege due to their young age and the generation they were born in. 8/10 of the interview respondents agreed that it does not bother them when people ask if they are single suggesting they are not ashamed to tell people their relationship status and do not think singledom is a taboo topic (Appendix Q 9.). The interview respondents recognised shift in perceptions in singledom amongst Generation Z. “I think societal norms still prevail, but they are less prevalent these days.” (Appendix Q9, 6:06). They recognise that the acceptance and empowerment of single women is improving compared to previous generations. “Yes, but recently it has calmed down and this has made me feel more relaxed as to when people expect this from you” (Q9.2, 5:04). The expert interview with Bodkin also supported this opinion: “I think society is becoming more open minded... cities I think more so, it’s easier for women to live alone and embrace/enjoy that freedom. In areas where trends are slower for adoption, I think Attitudes can lag. I think age is a huge factor here.”

(Appendix expert 5).

Although the women are happy to be single part of them is still longing for romantic love and a monogamous relationship which is still viewed by some as aspirational. This is true for the 64% of females in Gen Z who would prefer to be in a relationship than to be single (Appendix Q4.1) with 38% of women also using dating sites (Appendix Q4.2). These women are actively searching and hoping for a romantic partner. This can be seen in one of the respondent’s responses to the Tiffany campaign (Appendix Image 1), they suggested that it appealed to them as they “can relate to the wanting” of a relationship and marriage (Q10 ,4:19). This is likely to be due to the importance that society still puts on relationship as suggested by scholars in the literature review. This suggests that the single women are still not fully convinced that singledom is an acceptable choice and that a relationship will make them feel more fulfilled in the future even though they are happy now. When more marketers, influencers and those involved in the creation of film and television begin to tell alternative narratives to those surrounding finding love, it is likely that women will be more accepting of their single status as a life choice rather than a transitional stage.

However, many of the respondents expressed

29

that they felt that the marriage and searching for love narrative is outdated and less relevant to the modern-day woman. Many respondents preferred the Tinder campaign (Appendix Image 2), which celebrates singledom, over the Tiffany campaign showing an engaged couple. One respondent said that this advert is “more modern and relatable to me” (Q10, 6:12). This could be due to the new feminist zeitgeist which suggests that women’s personal choices surrounding relationships and living arrangements are becoming more accepted within society which has been driven social media’s influence on addressing topics and questioning societal norms. This is impacting a generation Z, a highly connected generation’s perceptions of their own singledom as they feel less under pressure to find a partner and are more accepting of themselves regardless of validation from a partner. In the future, women will pay little attention to the brands telling the same stories they have heard countless amounts of times.

Future generations such as Generation Alpha will not be aware that stigmatisation of single females ever existed and find the concept of shaming singles odd.

singledom past 30 Interview respondents recognised that due to their age questions regarding their relationship status did not bother them as people under 30.

“I feel like older women are judged more harshly for being single. As if they’ve not fulfilled their destiny because they do not have a husband or children.” (Q9, 5:54) Once they surpass thirty they may no longer view their singledom as positively and questions such as this may make them feel uncomfortable this is due to the stigma that society holds around older women often referred to as ‘spinsters’ or ‘crazy cat ladies’ which was revealed in the literature review.

“Not while you’re young but I feel like when you get older there is more pressure” (Q9.2 ,10:16) Marketers should recognise that although this generation feels positive now, they have yet to reach the age that singledom is viewed less favourably. Therefore, they may not want to be explicitly addressed as singles after this age and their opinions of their own singledom may be set to change.

The expert interview revealed a similar opinion: “I think age is a huge factor here. I’m in my twenties and love that. I love my freedom (even though I’m in a relationship) but I pursue my career, have financial freedom. I think post thirty, it can be a different story... Women can feel under pressure, when friends are moving in with partners, getting engaged etc.” (Appendix Expert 5, Q2) In the future, the benefits of singledom that people in their twenties experience will outweigh any stigmatisation and the expectation to settle past 30. There will be a widespread agreement that these women are single because its suits them, not because they are incapable of finding a partner.

30

living their best (Single) Lives 95% of the survey respondents believe that single women spend more time socialising with friends (Appendix Q1), and 46% believe that they spend more time working or studying than their married or partnered counterparts (Q2), compared to 26% who believe married or partnered people do. These are positive characteristics which have rarely been associated with single women by marketers and in pop culture in the past, as highlighted by Taylor’s research in the literature review.

73% of respondents voted for loneliness as the worst thing about being single (Appendix Q6).

This could be as singles are often depicted as being lonely or incomplete without a partner.

However, when asked what activities they spend more time doing when single compared to when in a relationship, 21/64 of the respondents mentioned partaking in activities with friends (Appendix Q7), suggesting these women are actually more sociable when single. This creates a new story for marketers to tell, one that is more representative of Generation Z. The generation Z single lady is enjoying socialising with friends.

Marketers should consider telling this new story in order to appeal to single women and avoid alienating them or further increasing the stigma they feel.

conclusion To conclude, a shift in attitudes has already occurred with generation Z singles viewing their singledom positively and recognising the benefits such as spending more time with friends and advancing in their careers and education.

However, this shift in perceptions of singledom still has further to go, eventually, singles will no longer recognise a stigma in society. Even women over 30 will be proud to tell people that they are single and enjoy the benefits that single women in their twenties are currently experiencing. All brands should be responding to this change in opinions by representing single women as people that are enjoying their lives rather than women that are sad, lonely and longing for a partner.

31

32

implicit or explicit representation?

4.1

chapter two

introduction Chapter one concluded that Generation Z are happy being single but their absence from pop culture and marketing and consistent exposure to the idealised monogamous relationship is still impacting the way they view their own singledom and their aspirations to some extent. The literature highlighted a debate surrounding the extent that single women should be represented due to the impact of stigmatisation and negative connotations surrounding single women that they express still exist within society. Researchers suggest that only targeting this group implicitly in a way that it subtle and doesn’t opening label them as ‘single women’ is best in order to avoid a sensitive topic. This chapter will challenge this view point in order to conclude whether this still applies to Generation Z who represent a change in attitudes surrounding the topic of singledom.

7

34

the need for positive representation In the literature, researchers suggested that marketers are often responsible for strengthening stereotypes and that they can reduce stigmatisation of marginalised groups. 37% of survey respondents agreed that single women are represented less in adverts and campaigns than married or partnered women compared to 25% who disagreed and 32% who were unsure (Appendix Q8). This under-representation is not representative of the population therefore, brands are alienating a large percentage of their consumers. Countries such as the UK, Japan and Norway who have large percentages of singles in their population.

Representing consumers can be beneficial to brands. In the expert interviews, Bella DePaulo said “brands and marketers can do the right thing and maybe attract a loyal following by acknowledging the joys of single life and the strengths of single women.”(Appendix Expert 1, Q2). By representing single women positively and equally to coupled and married women brands can become more inclusive of this previously stigmatised consumer group helping to dispel negative stereotypes.

explicit or implicit targeting?

Chapter one highlighted that there is a need for all brands to be representing the single consumer at least implicitly to avoid alienating a large, influential consumer group. Another way brands can target singles is by explicitly labelling them as single, for example in social campaigns addressing the topic of singledom. Chapter one revealed that generation Z are happy to be single and want to be represented by brands, suggesting they are happy to be targeted explicitly as the stigmatisation is no longer internalised by Generation Z to the extent that makes them feel embarrassed about being targeted as singles. This hypothesis was tested by asking interview respondents to compare a campaign by Tinder which explicitly targets singles (Appendix Image 2) to a TIffany campaign aimed at couples (Appendix Image 1).

Social media influencer Simmons expressed a need for the explicit representation of singles “I see the empowered woman, but I rarely see a picture of a woman unencumbered by relationships” (Appendix Expert 4 Q5). Suggesting that the single woman is usually not represented by marketers and that there is a gap for brands to do so in a way that openly celebrates being single to the same extent that

35

adverts featuring the happily engaged couple or the perfect nuclear family do. This is an opportunity for brands that appeal to Generation Z such as Missguided, this could be used as an opportunity for a campaign for going out clothes, an activity that singles enjoy taking part in as highlighted in the questionnaire.

The explicit targeting of singles can be viewed as a niche opportunity for brands and not a necessity for all brands unlike the implicit targeting of singles which should be adopted by all mass market brands. There is an opportunity for brands that traditionally only sell to married people or couples to adopt the trend. This has been seen by underwear brand ‘Everlane’ and jewellery brands as mentioned in the literature review who have responded to the rise in women buying products traditionally bought by a partner by spotting a gap in the market for products in these categories to target singles.

Although interview respondents recognised the happiness and romance in the TIffany campaign the overall consensus was that they wouldn’t buy from the brand.

“It makes me feel like the ring should be a gift and not something I bought for myself.” (Appendix Q11, 2:47).

“It’s a nice image but it doesn’t personally relate to me. I’d prefer an advert showing a woman buying jewellery for herself.” (Appendix Q11,5:54).

By adopting an alternative narrative to one surrounding gifting to a partner the brands have attracted a single female audience. This is relevant to female fashion brands as females are already the highest spenders in this category due to buying fashion items for one’s self as discussed in the literature review. Women in the interviews agreed that they purchase fashion items as a treat.

“I treat myself to clothes if I am stressed or I complete some work. I go somewhere a bit more expensive if I’m treating myself, like Topshop or Zara, I’d buy myself something I want not something practical like nice underwear or a fancy top.” (Appendix Q 13, 5.54)” A takeaway from this for fashion brands could be to encourage single females to buy a treat for oneself, for example on occasions such as valentines’ day where women may buy a new outfit for a date could be used to encourage women to buy fashion items as a treat to themselves instead. As the trend continues to grow and more women are becoming single, there is a bigger opportunity for brands to capitalise on such events in order to avoid alienating singles on these days.

a r e t t yosel f Tiffany campaign showing a couple.

36

CAse study: tinder’s single not sorry Interviewees were asked to comment on Tinder’s ‘Single Not Sorry’ campaign, this campaign shows single as a positive life choice, contrary to the typical representation of singles by marketers. It is an example of a brand explicitly targeting singles.

Singles agreed that the advert showing the single woman positively was more appealing than the Tiffany advert showing a couple. One respondent said “the woman looks powerful, free and fun. As a single woman this would appeal to me, it’s a contrast of the sad single woman, she doesn’t look insecure or incomplete” (Appendix Q10 5:54) With many others agreeing that it was relatable and empowering. However, some of the respondents prefer the Tiffany advert “Image 2 appeals to me more as I can relate to the wanting” (Appendix Q10 4:19).

These respondents may have found the advert too dissimilar to ads that they are usually used to seeing. “Image 2 appeals to me more as the message makes more sense” (Appendix Q10 2:47).

They may also feel that they can relate more to the narrative of a couple as they see this as more aspirational and it is the usual route to fulfilment they have been shown, in the films they watched as kids and the aspirational story sold to them by marketers. This suggests that explicitly targeting singles may not be the best strategy for all brands.

Some people may not be ready to be explicitly targeted as singles yet. However, as representation of singles increases by brands and from social media influencers it is likely that more single women will be happy with explicit targeting.

Tinder campaign

37

Conclusion

The single living trend has created an opportunity for brands can benefit by choosing to explicitly target singles as a niche within the market that they compete in. They can use insights from single consumers in order to create a unique selling point for their brand in a competitive environment where most brands do not specifically target singles. Brands still have the opportunity to be early adopters of the trend in order to target this under represented consumer group before competitors do and can benefit by offering a unique selling point that targets single women.

38

singledom and the modern world 4.2

chapter three

7

introduction The literature review highlighted that social media has enabled the questioning of societal norms surrounding relationships. Influencers are offering alternative lifestyle choices and are challenging societal expectations for a relationship which in the past was the only option for a woman. As well as making women aware of the benefits of singledom so they can make a more informed decisions. This chapter will discuss how technology in the modern day has changed what it means to be single.

40

starting the conversation Influencers and activists on social media are able to reduce the stigma surrounding single women. Expert interview respondent Simmons recognises the impact that influencers such as herself have on normalising singledom.

“Accounts like mine are reducing the stigma.

For long our foremothers have regurgitated the Same idea created by patriarchy… Accounts like mine are taking those myths and shattering them” (Appendix Expert 4, Q1). As mentioned in chapter one, many of the interview respondents recognise the work that has already been done by social media in order to question societal norms surrounding relationships which has led to a generational shift in what it means to be single.. Respondents recognise the role that influencers and online activists have had on showing alternative life choices and dispelling negative stereotypes. “I think there is more acceptance and promotion of people being single-- social media is more accepting of it.”

(Appendix Q9.2, 2:47).

Social media influencer Florence Given dispelling myths surrounding relationships on an Instagram video post.

The Curve of innovation model (Appendix Figure 2) illustrates the life-cycle that trends take.

According to the model, these influencers can be recognised as innovators of the trend, they are the first to be questioning these societal norms in a world that accepts a monogamous relationship as a biological rather than a social construct. However, the trend is beginning to become more mainstream and is now in the early adopters/ early majority stage. With the likes of social media influencer and pop star Lizzo raising awareness of the topic. “Lizzo’s ‘Truth Hurts’ Tops Hot 100 for 7th Week, Tying for Longest Reign Ever for a Rap Song by a Female Artist “ (Billboard, 2020). There is an opportunity for brands to join this conversation whether it’s through a social media campaign or collaboration with influencers and activists driving the trend.

Social media activist the Slum Flower, taking part in an interview.

calling 0ut brands In the expert interviews Bella DePaulo highlighted “brands that fail to represent single women positively and in line with the fresh feminist zeitgeist they could be subject to backlash by social media users and called out for inequality.” (Appendix Expert 1 Q3). This emphasises that all fashion brands should be responding to the single living trend in order to avoid telling outdated stories that are not representative of single women. The growth of this consumer group makes it inevitable that brands will need to respond. Even if brands do not choose that explicitly targeting singles is the best strategy for them. They should be adapting the stories they tell to fit the modern day single women’s values and view on singledom.

41

42

MODern day dating

A topic that was brought up multiple times by the singles was the ability to date many people and the option to have different partners when single, without the restriction of an ‘official’ relationship.

Dating without restrictions allows the women to enjoy the modern day values described in the literature review by Kleinenberg as “individual freedom, personal control and self realisation”.

Kleinenberg used these values to describe the reason for people choosing to live alone, however, these values go hand in hand with the decision to date multiple people.

38% of the single women that answered the questionnaire use online dating sites (Appendix Q4.2). The ability to date multiple people has been recently been made available by the wide spread enabled by the use of the smart-phone.

And driven by the increased acceptance of searching for a partner online which is evident by the high percentage of Generation Z using dating applications. In the focus group when asked what the best thing about being single was, D answered by saying “being promiscuous” (Appendix Q14) with the other two agreeing that the freedom associated with singledom also appealed to them. In the questionnaire the most popular benefit of being single was “time for personal growth” (Appendix Q14).

Suggesting, people can see being tied to one partner as a hindrance to their own personal development by dating different people they are able to learn more about themselves and what makes them happy. Women in the past have often been tied down in relationships that make them unhappy, by getting married at a young age and the stigma associated with divorce in society. However, the modern day woman is not restricted in this manor.

An interesting point was brought up in the focus group “We used to have this one elderly woman that would come in every Sunday... It turns out she was married and had a partner but on Sundays they would have a day to themselves”.

(Appendix Q18, B) The same values of having time to ones self are also adopted and relevant to those in a relationship. With people having flexible lives, one day they can live independently and the next spend the day with a partner whilst enjoying the benefits associated with and without being in a relationship. This suggests that it isn’t the relationship status that is important to single women, it is the ability to live their lives autonomously. Brands that do not choose to use the topic of singledom to explicitly target singles

43

can use the modern day values associated with women to represent females, regardless of their relationship status. Women that answered the online interview agreed that women should not be defined by their relationship status but viewed as an individual. Relationships will become less important to women in the future, they will have had multiple partners throughout their lives and new partners are readily available due to the accessibility of dating sites. However, the people that will always be in their lives consistently are friends and family, there will be an increased emphasis on the importance of the non-romantic relationships in a woman’s life. Making terms such as ‘Galentine’s day’ (valentine’s day spent with girl friends) rise in popularity creating opportunities for brands to respond.

Q4.2 Do you use online dating sites?

62% No 38% Yes

conclusion Single woman are becoming aware of the benefits of being single and are often reluctant to get into relationships at the risk of losing this freedom and the need to compromise with a partner.

In the future, relationships will be more flexible. Women may choose to live in separate homes from their partners in order to have time to themselves and still have the chance to enjoy the benefits of being single. This will allow them to stay true to themselves and pursue the values that matter to them most in life.

44

CONCLUSION FIVE

the future conclusion recommendations

the future

5.0

Macro- trends driving the single living trend

relevance: high Online Activism

Female economic Independence Female empowerment

Inclusivity Urbanisation

low

immediacy: high Individualisation

low unfavourably alone 47

The scenario planning model was created by Herman Khan in the 1950s and used to predict possible futures. When applied to the single living trend, it enabled an exploration of the full range of possible outcomes. The most likely scenario is highlighted in pink “Empowered and Fulfilled�.

Underrepresented group

prince charming

Regimenated Women are aspiring to have monogamous relationships, this narrative is strengthened by the marketers favourite story: one that shows love as the end goal for everybody. Due to the aspirations of consumers, the nuclear family or couples are usually represented more by marketers as this is deemed to be the ideal circumstance.

Women are choosing the living arrangements that suit them as an individual. However, they are underrepresented by brands and a stigma exists around single women despite the proportion of the population choosing to remain single. They are not recognised by marketers as a significant consumer group.

Uniformed

Individual Women are choosing living arrangements that suit them as an individual. Marketers recognised this group is accepted by society and they choose to explicitly represent these women in adverts and campaigns. The positives of singledom are depicted in campaigns with single women characterised as sociable, fulfilled and enjoying life.

Women are aspiring to have a monogamous relationship in order to feel fulfilled, However, brands recognise that due to unfavourable circumstances some people are single and living alone. They choose to adapt product offerings to appeal to this group in an implicit manner that doesn’t address them as single due to the negative connotations surrounding singledom..

Inclusive empowered and fulfilled

unfavourably alone 48

conclusion

5.1

The shift towards a society where women of all ages do not feel pressured to get into a relationship is occurring, it is being driven by influencers and brands as well as a narrative that will be evident more frequently in pop culture. In the future, women will peruse the values of freedom and autonomy regardless of their relationship status. They will no longer link their selfworth to their ability to find a partner and maintain a relationship. Instead, women will put more effort and value their worth more based on non- romantic relationships both online and offline, including friendships and relations with relatives. The biggest opportunity for fashion brands that the brand has created is to adapt brands stories to suit this new consumer group.

This will be reflected in the stories that fashion brands tell such as advertisements where women will not be dressing up to impress a partner but in order to go out and have fun with friends. Or fashion lines targeted towards single women who want to update their online dating profiles.

49

recommendations

5.2

recommendation 1 Fashion Fashionbrands barndsshould shouldrecognise respod that the modernday values such as freedom and autonomy are important to all women regardless of their relationship status. Women no longer intrinsically link their own worth to their partner and prefer to spend time alone for self-development and improvement. Brands that sell the story of finding love or becoming more attractive for a partner risk backlash as consumers become more aware of the responsibility that brands have to represent single females in a way that is representative of the modern zeitgeist and doesn’t support the stereotypes that have been present in society.

recommendation 2 Fashion brands should recognise that relationships other than romantic ones are of high importance to the modern-day woman. She can relate more to the feeling of having fun with friends than to the feeling of love desire for attraction from a partner, regardless of her age. Fashion brands should use these alternative stories in order to create adverts and campaign images that are more relatable and aspirational to the modern-day woman by explicitly targeting single females as people that like to have fun and enjoy socialising.

50

appendix six

figure 2 THE CURVE OF INNOVATION MODEL early innovators adopters

late early majority majority

53

laggards

= £0.50/ pint

4 pints

£1.15

1 pint

£0.50

figure 3 THE Cost of milk

= £0.28/ pint

It costs 22p per pint more than the 4 pint bottle

£0.50 x 4 =£2

4 pints =1.15

Buying four singular pints of milk costs 85p more for the same amount of milk as one four pint bottle.

Data via LS: N Global, 2019 based on the average cost of milk in the UK

54

cooperative Activism

aligned activism

optional activism

business activism

low

society impact

high

figure 4 business leader activism model

low

high

business impact

figure 5 qualitative vs quantitative research

55

figure 6.1 success beliefs by generation

figure 6.2 diversity in advertising beliefs by generation

figure 6.3 traditional vs non conformist

http://www.millennialmarketing.com/wp-content/ uploads/2016/12/FutureCast_ The-Pivotal-Generation-7.pdf

56

REFERENCES Bain M., 2019. The rise in single American women should be great for activewear brands [Online]. Quartzy. Available at:https://qz.com/ quartzy/1696108/nike-and-lululemon-stand-to-benefit-from-a-rise-in-single-american-women/ [Date accessed: 3/12/2020] Billboard, 2020. Lizzo’s truth Hurts tops Hot 100 for 7th Week [Online]. Billboard. Available at: https://www.billboard.com/articles/business/ chart-beat/8533646/lizzo-truth-hurts-number-one-seventh-week-hot-100 [Date accessed: 20/01/2020] Bolick K., 2015. Spinster: Making Life on One’s Own. New York: Crown/Archetype.

Brake E., 2012. Amatonormativity [Online]. United States. Available at:https://elizabethbrake.com/amatonormativity/ [Date accessed:7/12/2019] Brenady D., 2013. The Year of Being Single [Online]. United Kingdom: Campaign. Available at: https://www.campaignlive.co.uk/article/2013-year-single/1168570 [Date accessed: 6/01/2020] Buchmann C., and McDaniel A., 2016. Motherhood and the Wages of Women in Professional Occupations. The Russell Sage Journal of the Social Sciences [Online]. 2(4) August, 2018 pp 128-150. Available at:https://muse.jhu.edu/article/630323/pdf [Date accessed: 21/12/2019] Budgeon S., 2016. The Problem With Single Women. The Journal of Social and Personal Relationships [Online]. 33(3) pp401- 418. Available at: https://journals.sagepub.com/doi/full/10.1177/0265407515607647 [Date accessed:2/12/2019] Cheng A., and Goodkind S., 2015. Sex and the Single Girl. Sex Roles [Online]. 74(5-6) pp181- 194. Available at:https://www.deepdyve.com/ lp/springer-journals/sex-and-the-single-neoliberal-girl-perspectives-on-being-single-among-jgYv0Oi4BA [Date accessed: 1/12/2020] Depaulo B., 2011. Singlism: What it Is, why it Matters, and how to Stop it. United States: DoubleDoor Books.

Euromonitor, 2013. The rising importance of single person households globally. Mintel. Available at:https://blog.euromonitor.com/the-rising-importance-of-single-person-households-globally/ [22/12/2019] Forbes, 2017. Female self purchasing isn’t just a jewelry industry pipedream [Online]. Forbes. Available at:https://www.forbes.com/sites/rachellebergstein/2017/08/09/female-self-purchasing-isnt-just-a-jewelry-industry-pipedream/ [Date accessed: 18/01/2020] Future Cast., 2017. Getting to Know Gen Z [Online]. The Future Cast. Available at:http://www.millennialmarketing.com/wp-content/uploads/2016/12/FutureCast_The-Pivotal-Generation-7.pdf [Date accessed: 8/01/2020] Goodwin C. and Lockshin l., 1992. The solo Consumer: Unique Opportunity for the Service Marketer. The Journal of Services Marketing [Online] 6(3). Available at: athttps://www.emerald.com/insight/content/doi/10.1108/08876049210035908/full/html [Date accessed:1/12/2019] Hoge S., 2017. Self purchasing females, the jewellery market is growing strong [Online]. Texas: Business Wire. Available at: https://www. businesswire.com/news/home/20170522005168/en/Self-Purchasing-Female-Fine-Jewelry-Market-Growing-Strong [Date accessed: 13/12/2019] Hundal, 2005. Psychographics of singles: Implications for marketers. Management and Labour Studies [Online]. 30(1) pp 83-89. Available at: https://journals.sagepub.com/doi/abs/10.1177/0258042X0503000104 [Date accessed: 5/01/2020] Imms M., Ereaut G., 2002. An introduction to Qualitative Market Research [Online]. Sage Knowledge. Available at:https://books.google. co.uk/books/about/An_Introduction_to_Qualitative_Market_Re.html?id=zfbfmZx8YZcC&printsec=frontcover&source=kp_read_button&redir_esc=y#v=onepage&q&f=false [Date accessed: 27/12/2020] Kleinenberg E., 2012. Going Solo: The extraordinary rise and suprising appeal of living alone. New York: Penguin Press.

Letchfield T., Lambert N., Long E., Brady D., 2016. Going Solo. Journal of Women and Ageing [Online]. 29(4) pp321-333. Available at:https://www.tandfonline.com/doi/full/10.1080/08952841.2016.1187544 [Date accessed:7/12/2019] LS: N, 2019. The Uncoupled [Online]. London: LS: N Global. Available at:https://www.lsnglobal.com/tribes/article/23781/the-uncoupled-1 [Date accessed: 3/12/2019] Maclaren P., 2015. Feminism’s fourth wave. Journal of Marketing. [Online]. 31 (15-16) pp1732- 1738. Available at:https://www.tandfonline. com/doi/full/10.1080/0267257X.2015.1076497 [Date accessed:3/01/2020] McKinsey, 2018. True Gen: Generation Z and its implications for companies. [Online]. McKinsey and Company. Available at:https://www.

57

mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Date accessed: 3/01/2020] Mintel, 2017. All the Single Ladies [Online]. United Kingdom: Mintel. Available at: https://www.mintel.com/press-centre/social-and-lifestyle/ all-the-single-ladies-61-of-women-in-the-uk-are-happy-to-be-single-compared-to-49-of-men [Date accessed: 5/12/2019] Morgan Stanley, 2019. Rise of the SheConomy [Online]. USA: Morgan Stanley. Available at:https://www.morganstanley.com/ideas/womens-impact-on-the-economy [Date accessed: 21/01/2020] Morris W. and DePaulo B., 2016. The Unrecognized Stereotyping and Discrimination Against Single. Current directions in socilogical science [Online]. Available at: https://journals.sagepub.com/doi/10.1111/j.1467-8721.2006.00446.x [3/1/2020] ONS, 2019. The Cost of Living Alone. [Online] United Kingdom: The Office of National Statistics. Available at:https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/families/articles/thecostoflivingalone/2019-04-04 [Date accessed: 2/12/2019] Taylor A., 2012. Theorising single women’s singleness. Journal of Social and Personal Relationships [Online]. 33(3) pp 401–418. Available at: https://journals.sagepub.com/doi/pdf/10.1177/0265407515607647 [Date accessed: 22/12/2019]

BIBLIOGRAPHY. Antoinette A., 2014. Study: Women without kids hold buying power. 36(6). Available at:https://drugstorenews.com/special-report/otherhood-women-without-kids-hold-buying-power. [Date accessed: 21/12/2019] Bain M., 2019. The rise in single American women should be great for activewear brands [Online]. Quartzy. Available at: https://qz.com/ quartzy/1696108/nike-and-lululemon-stand-to-benefit-from-a-rise-in-single-american-women/ [Date accessed: 3/12/2020] Bellieni, 2016. The Best Age for Pregnancy and Undue Pressures. Journal of Family and Reproductive Health [Online]. 10(3) pp104107. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5241353/ [Date accessed: 29/12/2019] Bereznak A., 2017. Why Brands Are Telling Single Women to Treat Themselves. The Ringer. Available at: https://www.theringer. com/2017/3/2/16043304/single-indies-swag-brands-women-marketing-treat-yourself-dbfbc5446995 [Date accessed: 21/12/2019] Billboard, 2020. Lizzo’s truth Hurts tops Hot 100 for 7th Week [Online]. Billboard. Available at: https://www.billboard.com/articles/ business/chart-beat/8533646/lizzo-truth-hurts-number-one-seventh-week-hot-100 [Date accessed: 20/01/2020] Bolick K., 2015. Spinster: Making Life on One’s Own. New York: Crown/Archetype.

Brake E., 2012. Amatonormativity [Online]. United States. Available at:https://elizabethbrake.com/amatonormativity/ [Date accessed:7/12/2019] Brenady D., 2013. The Year of Being Single [Online]. United Kingdom: Campaign. Available at: https://www.campaignlive.co.uk/ article/2013-year-single/1168570 [Date accessed: 6/01/2020] Buchmann C., and McDaniel A., 2016. Motherhood and the Wages of Women in Professional Occupations. The Russell Sage Journal of the Social Sciences [Online]. 2(4) August, 2018 pp 128-150. Available at:https://muse.jhu.edu/article/630323/pdf [Date accessed: 21/12/2019] Budgeon S., 2016. The Problem With Single Women. The Journal of Social and Personal Relationships [Online]. 33(3) pp401- 418.

Available at: https://journals.sagepub.com/doi/full/10.1177/0265407515607647 [Date accessed:2/12/2019] Cheng A., and Goodkind S., 2015. Sex and the Single Girl. Sex Roles [Online]. 74(5-6) pp181- 194. Available at:https://www. deepdyve.com/lp/springer-journals/sex-and-the-single-neoliberal-girl-perspectives-on-being-single-among-jgYv0Oi4BA [Date accessed: 1/12/2020]

58

Chronical Herald, 2019. More Single Women are Buying Homes [Online] Halifax: Chronical Herald. Available at:https://www.thechronicleherald.ca/lifestyles/homes/more-single-women-are-buying-homes-296180/ [Date accessed: 20/11/2019] Depaulo B., 2011. Singlism: What it Is, why it Matters, and how to Stop it. United States: DoubleDoor Books.

Depaulo, 2019. Most Singles in the US, UK and China Love Being Single. [Online] United States: Psychology Today. Available at: https://www.psychologytoday.com/us/blog/living-single/201910/most-singles-in-the-us-uk-and-china-love-being-single [Date accessed: 4/1/2020] Dolliver, 2009. Comparing Single and Married Women as Consumers [online] Adweek. Available at:https://www.adweek.com/ brand-marketing/comparing-single-and-married-women-consumers-99425/ [Date accessed: 23/12/2019 ] Donthu N. and Gilliand D., 2002. The Single Consumer. Journal of Advertising Research [Online]. 42(6). Available at: http://www. journalofadvertisingresearch.com/content/42/6/77 [ Date accessed: 6/12/2019] Euromonitor, 2013. The rising importance of single person households globally. Mintel. Available at: https://blog.euromonitor.com/the-rising-importance-of-single-person-households-globally/ [22/01/2019] Euromonitor, 2015. What Women Want: 5 Factors to consider when Targeting the Female Consumer [Online]. Euromonitor International.

Available at:https://blog.euromonitor.com/what-women-want-5-factors-to-consider-when-targeting-the-female-consumer/ [Date accessed: 29/11/2019] Forbes, 2017. Female self purchasing isn’t just a jewelry industry pipedream [Online]. Forbes. Available at:https://www.forbes.com/sites/ rachellebergstein/2017/08/09/female-self-purchasing-isnt-just-a-jewelry-industry-pipedream/ [Date accessed: 18/01/2020] Future Cast., 2017. Getting to Know Gen Z [Online]. The Future Cast. Available at:http://www.millennialmarketing.com/wp-content/uploads/2016/12/FutureCast_The-Pivotal-Generation-7.pdf [Date accessed: 8/01/2020] Goodwin C. and Lockshin l., 1992. The solo Consumer: Unique Opportunity for the Service Marketer. The Journal of Services Marketing [Online] 6(3). Available at:https://www.emerald.com/insight/content/doi/10.1108/08876049210035908/full/html [Date accessed:1/12/2019] Hoge S., 2017. Self purchasing females, the jewellery market is growing strong [Online]. Texas: Business Wire. Available at: https:// www.businesswire.com/news/home/20170522005168/en/Self-Purchasing-Female-Fine-Jewelry-Market-Growing-Strong [Date accessed: 13/12/2019] Hundal, 2005. Psychographics of singles: Implications for marketers. Management and Labour Studies [Online]. 30(1) pp 83-89.

Available at: https://journals.sagepub.com/doi/abs/10.1177/0258042X0503000104 [Date accessed: 5/01/2020] Imms M., Ereaut G., 2002. An introduction to Qualitative Market Research [Online]. Sage Knowledge. Available at: https://books. google.co.uk/books/about/An_Introduction_to_Qualitative_Market_Re.html?id=zfbfmZx8YZcC&printsec=frontcover&source=kp_read_button&redir_esc=y#v=onepage&q&f=false [Date accessed: 27/12/2020] Kleinenberg E., 2012. Going Solo: The extraordinary rise and suprising appeal of living alone. New York: Penguin Press.

Lahad K., 2016. Stop Waiting! Hegemonic and alternative scripts of single women’s subjectivity. Time and Society [Online]. 0(0) pp 1-22. Available at:https://journals.sagepub.com/doi/10.1177/0961463X16639324 [Date accessed: 4/12/2019] Landers C., Unknown. All the Single Ladies [Online]. Girl Power Marketing. Available at:https://girlpowermarketing.com/all-the-single-ladies/ [Date accessed: 6/12/2019] Letchfield T., Lambert N., Long E., Brady D., 2016. Going Solo. Journal of Women and Ageing [Online]. 29(4) pp321-333. Available at:https://www.tandfonline.com/doi/full/10.1080/08952841.2016.1187544 [Date accessed:7/12/2019] LS: N, 2008. Womenomics [Online]. London: LS: N Global. Available at:https://www.lsnglobal.com/macro-trends/article/104/womenomics [Date accessed: 3/01/2020] LS: N, 2016. The E-motional Economy [Online]. London: LS: N Global. Available at:https://www.lsnglobal.com/tag/The+Emotional+Economy [Date accessed:7/12/2019] LS: N, 2018. Is Feminism Fit For the Future? [online]. United Kingdom: LS: N Global. Available at:https://www.lsnglobal.com/opinion/article/22160/is-feminism-fit-for-the-future [Date accessed:] LS: N, 2019. The Uncoupled [Online]. London: LS: N Global. Available at:https://www.lsnglobal.com/tribes/article/23781/the-uncoupled-1 [Date accessed: 3/12/2019]

59

Maclaren P., 2015. Feminism’s Fourth Wave. Journal of Marketing Management [Online]. 31(15-16) (7th September) pp17321738. Available at: https://www.tandfonline.com/doi/full/10.1080/0267257X.2015.1076497 [Date accessed:11/12/2019] Maclaren P., 2015. Journal of Marketing. Feminism’s fourth wave [Online]. 31 (15-16) pp1732- 1738. Available at:https://www. tandfonline.com/doi/full/10.1080/0267257X.2015.1076497 [Date accessed:3/01/2020] Mahdawi A., 2019. All the Single Ladies Have Been an Economic Force for a Long Time [Online]. United Kingdom: The Guardian. Available at:https://www.theguardian.com/world/commentisfree/2019/aug/31/all-the-single-ladies-have-been-an-economic-force-for-along-time-marketers-are-just-noticing [Date accessed: 5/12/2019] McKinsey, 2018. True Gen: Generation Z and its implications for companies. [Online]. McKinsey and Company. Available at:https://www. mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Date accessed: 3/01/2020] Mintel, 2017. All the Single Ladies [Online]. United Kingdom: Mintel. Available at: https://www.mintel.com/press-centre/social-and-lifestyle/all-the-single-ladies-61-of-women-in-the-uk-are-happy-to-be-single-compared-to-49-of-men [Date accessed: 5/12/2019] Morgan Stanley, 2019. Rise of the SheConomy [Online]. USA: Morgan Stanley. Available at:https://www.morganstanley.com/ideas/ womens-impact-on-the-economy [Date accessed: 21/01/2020] Morris W. and DePaulo B., 2016. . Current directions in socilogical science. The Unrecognized Stereotyping and Discrimination Against Single. Available at: https://journals.sagepub.com/doi/10.1111/j.1467-8721.2006.00446.x [ Date accessed: 3/1/2020] Olah L., Kotowska I., Richter R., 2018 . A demographic perspective on Gender, Family and Health in Europe [Online]. Springer Open pp 41- 64. Available at: https://link.springer.com/chapter/10.1007/978-3-319-72356-3_4 [Date accessed: 6/01/2020] ONS, 2019. The Cost of Living Alone. [Online] United Kingdom: The Office of National Statistics. Available at:https://www.ons. gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/families/articles/thecostoflivingalone/2019-04-04 [Date accessed: 2/12/2019] Peronnone K. , 2009. Traditional and Nontraditional Work and Family Roles for Women and Men. Journal of Career Development [Online]. 36 (1) pp3-7. Available at:https://www.researchgate.net/publication/247762743_Traditional_and_Nontraditional_Gender_Roles_and_Work-Family_Interface_for_Men_and_Women [Date accessed:] Pickens C., Braun V., 2018. Stroppy Bitches Who Just Need to Learn How to Settle? Sex Roles [Onilne]. 79 pp 431- 448. Available at: https://link.springer.com/content/pdf/10.1007%2Fs11199-017-0881-5.pdf [Date accessed:29/12/2020] Shigong L., 2019. Why Are More Single Women Buying Their Own Apartments? [Online]. Beijing Review. Available at: http://www. bjreview.com/Opinion/201904/t20190412_800164774.html [Date accessed: 29/12/2019] Stylus, 2017. Meet the Independent Singletons [Online] Stylus. Available at:https://www.stylus.com/solo-living-independent-singletons [Date accessed: 29/12/2019] Tai C., 2018. The death of romance and the rise of ‘the loner’ in collectivist South Korea. [Online]United Kingdom: i-D Vice. Available at: https://i-d.vice.com/en_uk/article/d3k75j/the-death-of-romance-and-the-rise-of-the-loner-in-collectivist-south-korea [Date accessed:17/01/2020] Taylor A., 2012. Theorising single women’s singleness. Journal of Social and Personal Relationships [Online]. 33(3) pp 401–418.

Available at: https://journals.sagepub.com/doi/pdf/10.1177/0265407515607647 [Date accessed: 22/12/2019] Ward, 2016. The Currency of Dissent [Online]. Stylus. Available at:https://www.stylus.com/jhsgrf [Date accessed:7/12/2019]

60

expert interviews expert 1

Bella DePaulo: Academic Affiliate, Psychological and Brain Sciences, at the University of California, Santa Barbara Q1. How do think social media is helping to reduce the stigma that single women face in society?

Social media can be great platform for challenging singlism (the stereotyping and stigmatizing of single people and the discrimination against them). When a person or company makes a singlist statement, or perpetuates a singlist policy, people can instantly protest or mock them. There is the potential for those posts or tweets to get traction and maybe even go viral. I have found that individuals and companies can be very responsive to what is posted on social media. They recognize the potential.

Q2. Do you think brands and marketers are capable reducing stigma that single women face or the way they perceive themselves?

Yes, they are capable of doing this. There are lots of ways to depict single women and to appeal to them. Brands and marketers can do the right thing, and maybe attract a loyal following, by acknowledging the joys of single life and the strengths of single women. They can also use stereotype-challenging images, such as showing single women with their friends – that defy the mistaken belief that single women are isolated and don’t have anyone. In fact, in many important ways, single women are more connected to other people, https://www.psychologytoday.com/us/blog/living-single/201905/the-social-lives-singlepeople.

Q3. How do you think fashion brands can benefit from targeting single dwelling females?

If they appeal to them in ways that are affirming (as described above), they may attract a loyal set of customers. I think single women are tired of being portrayed as miserable and lonely and desperate for a man.

Q4. Are there any brands that you think are already targeting this demographic?

I can’t remember the particular brands or products, but I have noticed more ads featuring women who seem very content on their own (relaxed and sipping coffee or tea) or with their pets and in high spirits. I’ve also seen ads in which groups of female friends are featured – that’s good, too.

expert 2

Anon- founder of a Magazine about Fashion + Stuff That Matters.

Q1. Are you aware of the single living trend?

Yes. I am single and have a large number of single friends over 30, so I am aware of the trend. I know this is very different compared to previous generations. I'm very interested in anthropology and psychology and have read a lot about the societal changes creating this trend - I particularly like the work of Helen Fisher.

Q2. Do you think females that choose to61live alone or are single are stigmatised by

society?

I personally don't feel it but then I am a bit of a non-conformist. I think those who have more traditional views might see it differently, as though if you haven't ticked society's checklist off by a certain age you've failed. I actually think the opposite and my decisions are conscious ones. I do not believe in marriage and I have no desire to have a child right now - two of the biggest tickboxes society has.

Q3. Are you aware of how brands are targeting single females or people that live alone?

I can't say I have noticed this with regards to brands. I'm sure consumer demands may have changed slightly but it's not something I've given a lot of thought to.

Q4. Do you think more can be done by brands to reduce the stigma single females face in society? Maybe in marketing and advertising - a traditional household is usually always depicted as man, wife, two kids. I guess it depends on what the brand is, what their products and consumers are too though.

Q5. How do you think fashion brands in particular can respond to this group in the future?

I'm not sure how somebody's marital/relationship status impacts their fashion buying habits. I would be really interested to hear if you have any insights on this!

expert 3

Els Gradt: Trend- researcher, trend- trainer, trend- author.

Q1. Are you aware of the increase in single person households globally?

Yes Q2, If so, do you think that brands are currently responding to the trend? Which brands?

Some do, don't have anything top of mind right now.

Q3. Do you think they need to do more to avoid neglecting this large consumer group?

Yes, many things tend to be more expensive when you live on your own, from buying a house to booking a hotel room, etc. Brands could tap into this unsatisfying feeling and offer more individual tailored pricing. Also, living alone is not represented very well in advertising, it's mostly still about a traditional family structure with 2 kids. Brands could be more inclusive in their advertising and marketing and also show single households.

Q4. How do you think brands could target single dwelling females in particular?

See above.

Q5. Are there any other trends you think the single living trend is linked to?

Urbanisation & individualisation & for women specifically: economical independence.

62

expert 4

Charlie simmons (@Charliestoolbox): social media activist Q1. Do you think influencers and Instagram accounts such as your own help to reverse the stigma that single women face?

Accounts like mine are reversing the stigma. For so long, our foremothers have regurgitated the same ideas created by sexism and patriarchy. Ideas like men are the goal, your life is incomplete without a man or a family, you are unhappy if unpartnered and accounts like are taking those myths and shattering them. My account shows you the reality of what was and is coveted and I show you that it isn’t so great. Now, there are great partners who can help you with yourself, your family, and your relationships, but many men aren’t taught to give like that and we have to be honest about this.

Q2. Do you think single women of a particular age still feel stigmatised by society ?

I believe they do feel stigmatized and often it comes from other women and an unspoken clock that is given to us by society. Society tells you that if you aren’t hitting these milestones by a certain age that something is inherently wrong with you. Other women reinforce that idea, and we internalize it as a character flaw.

Q3. Do you believe brands are doing enough to reduce this stigma?

I don’t think they are doing enough because producing insecurities is an easy way to get populations to buy products.

Q4. Do you think that brands that ignore this consumer group will become irrelevant?

I believe they will become obsolete as the shift is inevitable.

Q5. Which brands do you believe are empowering women that choose to be single or live alone?

I actually haven’t found many brands that demonstrate this concept. I see the empowered woman, but I rarely see a picture of a woman who is unencumbered by relationships, thinking/obsessing about men, and enjoying life as it is now without getting punished for living this type of life.

Q6. Which influencers do you think are having a positive impact on how single women view themselves?

I believe a lot of twitter brands are filling that gap so my brand, Imani Yvonne, Jasmine Marie, Betsybone, sex workers like spoiltprincessG, Jayda Jacobs, Fiercestripper, MxstressX, and podcast like inner hope uprising.

63

expert 5

Alice Bodkin: Freelance Brand Strategist, Writer and Trend Forecaster Q1. Are you aware of the single living trend?

Yes I was and I have been for a while... I think it’s V interesting in China... especially with the rise of women earning more.

Q2. Do you think females that choose to live alone or are single are stigmatised by society?

I don’t know if it’s an active choice... I think it’s just a life outcome... I think society is becoming more open minded... cities I think more so, it’s easier for women to live alone and embrace/enjoy that freedom. In areas where trends are slower for adoption, I think Attitudes can lag behind. I think age is a huge factor here. I’m in my twenties and love that. I love my freedom (even though I’m in a relationship) but I pursue my career, have financial freedom.. I think post thirty, it can be a different story... Women can feel under pressure, when friends are moving in with partners, getting engaged etc. I mean, the surge of dating apps and online dating caters to women who don’t want to be single Q3. Are you aware of how brands are targeting single females or people that live alone?

I think brands can celebrate women to be themselves and live how they want to be... I don’t necessarily think it needs to be centred on being single... but resonate more with their sense of purpose.Celebrate friendships too... as well as just relationships... Galentines is an example of that Q4. Do you think more can be done by brands to reduce the stigma single females face in society?

I think fashion brands can create narratives in store, via social media, video content or a podcast... that explores this trend and invites conversation... channel the zeitgeist Q5. How do you think fashion brands in particular can respond to this group in the future?

I think it would be less about product in this instance... but opening the conversation... maybe have a well known thought leader interview people. Or celebrate different influencers style and their freedom

64

questionairre 1 results Number of respondents: 100

100

A single person’s perspective of singledom key Single people Married/ partnered people Neither

80

60

40

20

0 Q1 Overall who Q2 Who spends do you think more time spends more working or time with studying? friends?

Q4.1 Do you prefer to be single or in a relationship?

Q3 Who has more money to spend on clothes?

Q4.2 Do you use online dating sites?

64% In a relationship

62% No

36% Single

38% Yes

65

Q5 What is the best thing about being single?

6% other

2% More able to move from city to city

14% Freedom to date other people 3% More financially independent

50% More time to focus on personal growth

15% More time to spend with friends 9% More time for work or education

‘other’ responses:

Q6 What is the worst thing about being single?

9% Lack of validation 6% Feeling isolated from friends with partners 8% Fear of not having a family 2% Other

73% Loneliness

66

Q7

Do you socialise more or less when single? What social activities or hobbies do you do more of when single?

Answered: 64, Skipped 34

more when single Hanging out with friends every weekend Socialise more when single however i prefer it when I’m in my relationship as I am settled. When single I will go out more drinking.

You go out with friends more and go out clubbing more Less definitely when single, spending more time with friends is the one More when I’m single-go out for meals/parties with friends I socialise more when single and I party more more when single going out The same amount Clubbing / pulling Gym Socialise more when single with my friends going out and appreciating their company more more socializing and I go out to clubs more and having guy friends isn’t a big issue Going for drinks Clubbing Can really focus on education and getting those grades It depends because all my mates are in relationships so being single now is hard to socialise Partyinh More, see friends and more open to newer things as have less obligations.

More - going out out Gum going out for drinks and food with friends More I socialize LESS when single, since a partner increases the amount of overall socialization I experience.

Less when social Slightly more. Going out. Chatting more.

More. Clubbing Self care and taking care of my mental health More. Going out/party you socialize more when single. Hanging out with friends, more time for yourself, joining educational clubs etc Yes, go out for drinks etc More go to the pub or go clubbing Going out clubbing Go to the pub more More clubbing when single and yes definitely more socialising

67

Q7 Continued Drinking More I think, just seeing friends I end up Going out out more when I’m single Go out out More I go clubs more I make time to see my family and friends go out and get drunk more More Go out with friends more on nights out More - seeing friends, spending time with family Tbh it doesn’t really change for me. Whether I’m in a relationship or not, I make time for people who are important to me Socialise more, I go out drinking a lot, out for dinner with friends & train More and do whatever I want More. More spontaneous activities with friends, make the effort to go out more for meeting new people.

More when I’m single see my friends more socialise more when single. haven't got to split time between a partner and friends Socialise more, go out clubbing more and will invite friends over for chats more More and go out drinking More. Dancing, going out, travelling with friends More I socialise with friends more when single More because I like company and don’t have a problem partner to put time into Neither, will often do stuff as a couple with friends when in a relationship, have a wider friendship group as have partners friends.

I socialise more when I’m single because there isn’t a need to spend time with a significant other. I tend to go on more nights outs and see my friends more.

Going on a night out see my friends more Never been in a relationship so it is really hard to say for me.

21/ 64 mention seeing friends more when single 28/ 64 mention activities involving drinking such as clubbing, partying or “going out out” single 4/64 believe they socialise less when single Q8 Do you think brands represent single women less than married or partnered women in adverts and campaigns?

37% Yes 38% Not sure 25% No

68

Q8

What celebrities or influencers do you think are celebrating single women?

Answered: 54 Skipped: 46

Maya Jama kendall jenner Not sure Beyonce ?

I don't know anyone! Everyone is always sharing photos of being together with someone Ariana Grande Emma Watson I’m not too sure Not many Kylie Jenner Beyoncé Rihanna A lot of infuencers I follow are in a relationship N/a Not sure Rihanna selena gomez Not sure of any celebrities that celebrate single women Not sure Jameela Jamil, Tracy Ellis Ross, Florence Given Florence Given Gaby Allen Kylie jenner rebel wilson Rihanna Unsure Florence Given, Chidera Eggerue (The Slumflower) !!!!!

Can’t think of any Rihanna, Dolly Alderton, Caroline Flack, Emma Watson Lizzo, Maya Jama, Kathy Burke, Gabby/velvetghost Emma Watson Mindy Kalling, Rihanna? miley cyrus ariana grande

69

Emma Watson Florence given None Jenifer Anniston Kylie Jenner Ariana grande and malin from love island me Madison Sarah Malinger Anderson Tammy Hembrow Niki minaj Nikita Dragun Lizzo YouTubers and instagram influencers All of them, more focus on single women none coming to mind Charlotte Crosby Maya jama Not sure Adel

Most common answers:

questionairre 2 results Number of respondents: 10 Q9.1 How does it make you feel if people ask you if you have a partner yet? Do these kind of questions bother you?

Sometimes, but not usually 6:07 it doesn't bother me, i don't feel pressured to have a partner. 2:47 No 10:16 No 6:12 Not at all 6:06 Those types of questions do bother when they’re asked in a certain tone. It sometimes insinuates you’re ‘incomplete’ because you don’t have a partner. People don’t really consider that maybe you want to be single as they would with a man. As a 21 year old girl it doesn’t offend me too much, but I feel like older women are judged much more harshly for being single. As if they’ve not fulfilled their destiny because they don’t have a husband or children, based on the wildly outdated idea of a ‘woman’s role’. 5:54 Not at all , appreciate my single years 5:25 No, I know it will happen with time 5:04 Makes me feel as if I’m not enough on my own, as if there is some kind of obligation to be coupled up; and yes, it does bother me 4:44 A little 4.19

Image 1

Image 2

70

Q9.2 Do you think society puts too much emphasis on marriage/ children/ finding a partner etc..?

Explain your answer.

No I think it has started to change a become less of a pressure. 6:07 sometimes-- but i think there is more acceptance and promotion of people being single-- social media is more accepting of it. 2:47 Not whilst you’re young but when you get older, I think there is definitely more pressure 10:16 Yes especially for women 6:12 I think societal ‘norms’ still prevail but they are less prevalent these days. There are also cultural differences. 6:06 yes, but I feel like this has got better recently. Maybe because of social media, I’ve seen more women who choose to be independent being represented. However I still feel more of a pressure as a female than my male friends do, if a boy is single he’s perceived as ‘free’ or a ‘lad’. When a woman is single she’s perceived as ‘lonely’ or ‘sad’. 5:54 Yes 5:25 Yes, but recently I think it has calmed down with this and made it more relaxed as to when people expect this from you 5:04 Yes as if you can’t and won’t be happy on your own 4:44 Yeah makes you feel like it’s not okay to be single 4:19 Q10 How does image one make you feel about being single? Would this advert appeal to you more or less than image 2? Please explain why It’s quite empowering, I think picture 1 appeals to me more as it looks younger and more adventurous 6:07 it makes me feel like it’s trying to say being single is unique and different. image 2 appeals more to me because i think the message seems to make more sense. 2:47 They are both for different things? Difficult to decide. The 1st image makes you feel more free whilst the second image gives the feeling of commitment 10:16 Makes me feel that independence is positive. Yes as it’s more modern and relatable to me.

6:12 It is much more empowering and certainly appeals to me more than image 2. I also like the wording which is a positive take on being single I can relate to. 6:06 The woman looks powerful, free and fun. As a single woman this would appeal to me, its a contrast to the idea of a sad single woman. She doesn’t look insecure or incomplete. 5:54 Appeal to me more 5:25 Makes me disagree with it as you can do what you want with or without. Would appeal to me less as it feels like it’s aimed at teenagers 5:04 Image 2 appeals more because it what I can relate to wanting 4:19 Q11 How do you feel about image 2? Would it make you want to buy the brand for yourself?

It looks very romantic and classy, I wouldn’t buy it for myself as it looks like an engagement ring which is mean to be bought for someone else 6:07 it makes me feel like the ring should be a gift and not something i bought for myself.2:47 No because it gives the idea that it’s meant to be bought for someone else (your partner) 10:16 No 6:12 P 71

It’s a bit too romantic for my liking but I can see why some would like it. I’d be more interested in the product than the image in the left! 6:06 P It’s a nice image but it doesn’t personally relate to me. I’d prefer an advert showing a woman buying jewellery for herself. 5:54 No 5:25 I connect it to happiness from the picture so would be more likely to buy it, yes. 5:04 Maybe if I really wanted it 4:44 Yes 4:19 Q12 How do you think single women should be portrayed in advertisements?

Singe women should be portrayed as independent and still happy 6:07 i think they should be portrayed as independent and complete. 2:47 However they want to be 10:16 Normal! Being single or married doesn’t effect how great they can be they can do things in or out of relationships 6:12 No differently to any others! Whether you’re single, married or anything in between women have unique characteristics which advertisers should focus on before considering their relationship status. 6:06 They should be portrayed the same as single men. There shouldn’t be any difference.5:54 Strong, independent 5:25 Absolutely depends on the advertisement, but thoroughly believe that they should always be shown to be powerful with or without a man not because of.

5:04 More Empowerment 4:44 Strong and independent 4:19 Q13 Do you buy clothing items as a treat for yourself? What brands do you like to buy for yourself as a ‘treat’?

I buys clothes for myself quite often, I dont like ‘big’ brands so as a treat I’d shop at a shop like urban outfitters 6:07 i like to buy clothes for myself e.g. urban outfitters, topshop. 2:47 I don’t really buy myself thing 10:16 I certainly don’t enjoy shopping as a treat so I can’t really comment anyway 6:06 I treat myself to clothes if I’m stressed or I complete some work. I go somewhere a bit more expensive if I’m treating myself, like Topshop or Zara. I’d buy myself something I want not something practical, like nice underwear or a fancy top. 5:54 Wellbeing brands 5:25 I buy urban outfitters or clothes from charity shops Liv street 4:19

72

focus group transript DAISY, FI, BOBBY (Names have been changed to keep respondents anonymous) Q14 What is the best thing about being single?

D Being promiscuous F yeah i was trying to think of a nice way of saying that B slagging it up D Yeah and having freedom Q15 What is the worst thing about being single?

D Judgement F Judgement from who?

D Like family and stuff when they're like ohh you don't have a boyfriend yet F Yeah get that alot at weddings. Yeah because like people are like whats the matter with you, why haven't you got a boyfriend yet?

B I think it's really weird though when family members ask things like that. Especially strangers and like family friends. Its like oh you don't have a boyfriend yet F It's never your parents though its always the weird aunts D Yeah B Or the weird family friend that isn't really related to you. It's like they're trying to find a way to try and relate to you. They either bring up that or uni. That's what they think a young person wants to talk about.

F I feel like its the ultimate go-to question either that or how's school?

Q16 What percentage of the population do you think is single?

D Surely like 50 F I reckon it would be less than that D i guess in other countries people marry off really young. I guess its only in england that people get married and stuff later.

B You've gotta take into account people that die and people that are widowed too Do you think there is a certain age that being single is less favourable?

B probably like for women when you start getting into late thirties. Because then people will judge and i guess if you want kids as well you put a lot of pressure on yourself.

D you're not young and free and single anymore. You Are sad and lonely.

ACTIVITY ONE (Respondents were given 4 cards shown below and asked to arrange a hierarchy as a group.)

Friendship career/ education Partner Family Q17 What do you think the hierarchy would look like for a married person without children?

Family Partner Friendship Career/ education 73

B Surely family would be most important D And then partner must come under family as well F So if we put those two at top tier D i would say family first I would say family before partner because they're your family for your whole life, relationships come and go F yeah but they're married D id say personally family, friendship, partner, career F But you're not married D you don't need a partner though B id probably prefer to put my partner there (puts them above career) because if they got a job somewhere else.

D yeah i would put my partner before my career because being with someone you loved would probably make you happier than a career B As long as you're okay financially F is depends on if you're a career person or not like if you're someone that not that bothered about your career. But some people might put career at the top.

D Id always put friends before a partner B yeah same ACTIVITY TWO- Representation of singles in advertisements Respondents are given 4 different advertisement cards: A perfume advertisement A car advertisement A fashion brand targeting young women advertisement A fashion brand targeting older women advertisement An advert for a restaurant A family A single person A married woman A young couple B- id say a single person for a perfume advert because they are always seductive.

F- A restaurant advert is always aiming to target a family or someone who has a partner D i've seen a lot of car adverts recently that are about couples B i feel like as well they tend not to have, well they could have single women or married women but it tends to be men D If it's one of those big cars, it's usually a family. But if its a sporty one its usually a couple or just a man.

Q18 Does it matter that a single woman isn't represented as much?

D It makes me feel a bit excluded as a single woman and less likely to buy something B even with the restaurant one single people are not going to have that restaurant as the first one that springs to mind of they just show families and couples.

B We used to get a lot of people eating alone at TGI’s actually. It was quite surprising the amount of people that just come in on their own and order some food.

74

D i dont think i ever would F I think that that's quite brave B Id used to offer to sit them at the bar because you can tell they don't want to sit by themselves maybe if they're on their lunch break or something. We used to have this one elderly woman that would come in every Saturday and she would go to the same table and order the same food. It turns out she was married and had a partner but on Sundays they would have a day by themselves D Thats cute F I like that B Shed go into town on a sunday on her own. We always thought she was single but she has a husband D i want to meet her she sounds fun!

Q19 Respondents were shown examples of social media posts about taboo topics Shown the Slumflower’s Instagram video about “saggy boobs matter” Also shown Florence Given’s Instagram video about being a girl boss.

Q20 How do you think social media topics makes you feel?

It normalises things, like with body positivity. It makes me look at them think i'm okay as i am. They look happy so I should also be Q21 Do you think this would work for bringing up the topic of being single?

D yeah if they were having a good time id think they look happy, they're not sad and lonely B especially for single women i think there's more pressure to like look nice so that you can attract a partner.

D yeah B but when you're in a relationship there's less pressure you can look a bit ugly and D i definitely put less pressure in when im in a relationship, I don't have to shave my legs or anything F If there are things you have to hide still like ugly jumpers D why do you have to hide ugly jumpers?

Q22 Do you think there is an opportunity for brands to target single women?

B yeah brands like missguided seem to imply the women are single. Whereas brands aimed at older people you just assume that some of the models are older, maybe like next.

People are generally married or in a long term relationship at that age D if i saw an advert with someone that was having fun being single id look at it and think they're having a good time i might buy that

75

76

IMAGE REFERENCES Lazy Oaf, 2018. Spring Campaign [Digital Image]. HypeBae. Available at: https://hypebae.com/2018/2/lazy-oaf-sorry-were-closed-spring-2018-campaign-marrisa-smith-beth-garrabrant [Date accessed: 12/12/2019]

Koo Y., 2017. 00-story-independent.jpg [Digital Image]. Vogue. Available at : https://www.vogue.com/article/single-independence-movement-in-seoul-korean-fashion [Date accessed: 23/12/2019]

Brown J., Unkown. Gun fingers [Onlilne Illustration] Jade Purple Brown Shop. Available at:https://www.pinterest.co.uk/pin/693835886327682144/ [Date accessed: 4/01/2020]

Koo Y., 2017. Young loners[Digital Image]. Vogue. Available at : https://www.vogue.com/article/single-independence-movement-in-seoul-korean-fashion [Date accessed: 23/12/2019]

Lazy Oaf, 2018. I Hate Everbody. [Digital Image]. Available at: https://hypebae.com/2018/10/lazy-oaf-daria-90s-collaboration-collection [Date accesed 19/04/2020]

Unknown, 21st Century. Feminist wear pink. [Digitial Image]. Available at: https://www.independent.co.uk/life-style/fashion/florence-given-interview-instagram-influencer-dump-him-illustrations-a9002236.html [Date accessed 18/01/2020]

77

Bill Morrsion, Unknown. Crazy Cat Lady[Digital illustration]. Available at: https://fineartamerica.com/featured/simpsons-crazy-cat-lady-01-chung-inlam.html?product=greeting-card [Date accessed: 2/1/2020]

Evrelane, 2018. Love Your Underwear [Digital Image]. Available at: https:// www.noavee.co.uk/tag/honest-beauty/page/2/ [Date accessed: 14/1/2020]

Lazy Oaf, 2018. Lazy Oaf. [Digital Image]. Available at: https://hypebae.com/2018/10/lazy-oaf-daria-90s-collaboration-collection [Date accesed 19/04/2020]

Unknown, Unknown. Friendship. [Digital Image]Musinsa magazine. Available at: https://www.musinsa.com/index.php?m=news&p=13&uid=29732 [Date accessed: 3/01/2020]

Sicky Mag, 2017. Instagrams that Inspire Gen Z [Digital image]. WGSN. Available at: https://www.musinsa.com/index.php?m=news&p=13&uid=29732 [Date accessed: 14/01/2020]

78

Balenciaga, 2018. Balenciaga Campaign Image [Digital Image]. Another Mag. Available at: https://www.anothermag.com/fashion-beauty/10487/nine-ofthe-most-arresting-campaigns-for-ss18 [date acessed: 4/01/2020]

Tyler Sprangler, 2017. Woman Covering Face [Digital Image]. Tyler Sprangler. Available at: https://tylerspangler.com/post/160281367908/ art-copyright-tyler [Date accessed: 2/01/2020]

TIffany and Co, Unknown. Advertisement with couple [Digital Image].

Tiffany and Co. Available at: https://www.socreative.co.uk/how-to-create-a-luxury-brand/luxury-advertising-campaign-agency-tiffany-article/ [Date accessed 04/01/2020]

Tinder, 2019. SIngle Does What Single Wants [Digital Image]. Fonts in Use. Available at: https://fontsinuse.com/uses/27211/tinder-single-not-sorry-campaign [Date accessed 13/1/2020]

Inverse, 2016. Tinder Swiping [Digital Image]. Inverse. Available at: https://www.inverse.com/article/36352-tinder-five-year-anniversary-online-dating [Date accessed: 12/1/2020]

Flow Market, Unknown. Intangibles made tangible [Digital Image] Flow Market. Available at: https://theflowmarket.com/ [Date accessed: 14/ 01/ 2020]

79

Florence Given, Unknown. Instagram Video [Digital Image] Instagram. Available at: https://www.instagram.com/florencegiven/?hl=en [Date accesseed 20/01/2020]

Balenciaga, Unknown. Balenciaga campaign with couple [digital Image] O’ Cara Fashion. Available at: https://www.ocarafashion. com/2019/07/30/balenciaga-traz-casais-para-campanha-de-outono-inverno-2019-2020/

Girls Want it All, Unknwon. Girls with their friends [Digital Image] Girls want it all. Avaiable at: https://girlswantitallblog.wixsite.com/ girls-want-it-all/single-post/2018/05/07/GET-THE-LOOK-FORLESS-Festival-Ready-on-budget [Date accessed: 19/01/2020]

Mora B., 2014. Women dressed in pink. [Digital Image] Vice. Available at: https://www.vice.com/en_uk/article/7b7e5b/girl-gang Date accessed: 6/01/2020]

Unknown, Unknown. The Slum Flower [Digital Image] TMZ Naija. Available at: https://www.tmznaija.com/2019/11/chideraeggerue-aka-slumflower-says-sex.html [Date accessed: 20/1/2020]

80

LinkedIn, Unknown. Data Methods [Digital Image] LinkedIn. Available at: https://www.linkedin.com/feed/update/urn:li:activi [Date accessed 29/12/2019]

ethics Approval