• by Eric Butterman , November 3, 2008

They may shop for one, but they buy with the power of many

The stereotypical image of a single person is someone in a tiny, cramped apartment, lonely, biding time until marriage comes so life can start. But what that image leaves out is the very real fact that life already has started. And people, even singles, are never alone - they're part of a large, burgeoning community that comes together in support and buying power. Marketers who think the rapid growth of social networking sites came from married couples haven't bothered to check out the content.

"What we're seeing?...?is a variety of demographics in the sweet spot of 16- to 30-year-olds," says Jeff Roberto, director of marketing for social networking company Friendster (yep, still alive and kicking). "Marketers find there are many ways to attract singles through us. One campaign that worked well involved JanSport. They offered profile skin colors that were the same as were being used for the company's bag patterns. Instantly, your friend would be notified when you were a part of this, and they could then join in, too. It became extremely viral." One might shrug and wonder who has time for it all, but, um, singles do - they have more free time in general, and more control over it, too. In fact, Friendster users average 200 minutes per visitor per month. Of course, it's also about matching the time with targeted exposure. Social networks may not give you e-mail addresses or names, but Friendster, for example, can target ads based on characteristics such as the single status.


Newly Single
A.J. Greer, chairman and CEO of the National Singles Association, is quick to remind us that being single isn't just how people start off in life. "Advertisers don't realize that more than half the country now is single," Greer says. "Growing divorce rates are turning married people into the exception. And you shouldn't just be thinking of where we are now, but where the trend is going. The definition of what a community is will be changing." In fact, according to Greer's association, singles's expenditures in the United States represent more than one-third of total U.S. expenditures.

Greer says just because marriage is no longer on as many people's minds, it doesn't mean that the feeling of connectedness isn't just as valued. This is where Greer thinks marketers tend to miss the target. "They're trying to get you married when they don't realize all the other ways singles are finding togetherness," he says. "Millions are turning that extra time into volunteer work, so aligning with charities is a great way to get their attention."

Bella DePaulo, Ph.D., author of Singled Out and visiting professor at the University of California, Santa Barbara, says marketers are preoccupied with preying on the perceived insecurities of singles. "They're marketing to us as if we're losers. And single people aren't feeling that way," she says. "You spend more years of your adult life unmarried than married, and people are learning that you don't have to wait to buy a home or any luxury you want." One example DePaulo gives of this undermining is a network of regional sites called The Single Gourmet. "I love food and I love to cook," she says. "But then this site tells you all about events that will help you meet 'the love of your life.' It's not really trying to appeal to a lover of food but is about finding love. It comes off more as dishonest than really trying to appeal to its core audience."

Greer agrees, citing campaigns such as diamond company DeBeers coming up with a right-hand ring for single women as a way to truly show solidarity with this market. Another is the Home Depot classes that offer single women tips on how to do home-improvement projects. "Campaigns need to make it clear that you are respectful of a person's right to be single," he says. "Don't just say you tolerate it - show you support it. There's a difference."

DePaulo says marketers would do even better to focus on how their product helps strengthen relationships with friends, because that's what really matters to so many consumers in this demographic. "Advertisers show singles as not having a family, but that's exactly what their friends represent." Even more so with older singles. DePaulo is quick to point out that marketers use the fear of growing old alone, but it doesn't mirror the reality. "They discount how many once-married people spend their lives single because of becoming widowed," she says. "Painting a picture that the only success means having a significant other around you means we're all failures. I don't know many husband and wives that die on the same exact day."


Single-Serving Friends
In a Costco world, many everyday products aren't offered for sale in single-serving portions but this isn't just selfish thinking - it's bad business. DePaulo believes a key area that makes this mistake is the travel market. "There always seems to be travel packages for couples and beaches for families, but where does that leave single people?" she asks. "I've had a writer call me and she was miffed to write a travel story because the editor said write half of it geared toward couples and the other geared toward family. Even articles completely leave out
singles."

Grocery shelves are another area left barren for those who shop for one. "With everything in a family-style serving size," DePaulo says, "the average single person either has much of their food go bad or gives up on certain companies. Marketers who realize there's a healthy medium will see a growth in sales. Singles are eating out when they'd gladly eat in - provided good companies cooperate."

DePaulo wants to be clear that singles aren't looking to take over the world, and marketers shouldn't feel they'd be alienating families by catering to the single lifestyle. "It just has to be balanced," she says. "A few commercials that show a happy, well-adjusted single person won't end marriage anytime soon."