Article by Emily Rich, Strategy Lead at Wavemaker
Added to this ONS data highlights that women who are not living in a couple, who have never married, is rising in every age range under 70, and in the years between 2002 and 2018 the percentage of never-married singletons in their 40s doubled. This trend is represented in younger cohorts, too, where half of Brits aged 25-44 are now single.
Despite this, society is still plagued by the assumption that an exclusive, amorous relationship is the goal and the norm. In a world geared up for couples, it’s easy to subscribe to the sad-single-female rhetoric that is thrust in our direction. The “lonely” Bridget Jones, the once “temporarily single” Carrie Bradshaw or the “tragicomic” Ann Widdecombe. What’s more, according to Holly Friend, who led research into ‘the uncoupling of society’ with Future Laboratory the media is guilty of “amatonormativity”, which assumes that an exclusive, amorous relationship is the norm and a universally shared goal. But people are starting to think more practically, that actually their career, friendships or self-fulfilment are more important.
In fact, there is an increasing number of “single-positive” people who are actually rejecting the notion that true love is the only path to happiness. For some, singledom is not a state that they long to be out of, but a lifestyle choice with benefits. In line with this, there’s been a somewhat collective realisation that the traditional benchmarks of adulthood, such as marriage and children, don’t correlate with happiness, particularly for women. And as single people steadily become a new norm and not the once thought of outliers, they represent an economic powerhouse and a force that can reshape markets with new needs and new standards of living. These are not people desperately looking for coupledom.
However, the world is not yet set up for the ‘single-economy’. Recent research by Lloyd’s Bank backs this up with 44% of respondents agreeing that buying a house is easier in a relationship, and nearly a quarter (24%) believing it’s easier to deal with financial difficulties when there’s two of you. And the current “single penalty” in the form of supplements which includes everything from hotels, holiday companies, gym memberships and utility bills make things much more expensive for those on their own.
And then there’s grocery shopping – needing to largely only consider themselves, singletons tend to shop for groceries differently and more frequently but with a smaller basket size. The groceries themselves are often constructed around the idea of coupledom or family whereas Nielsen found that 18% of consumers want smaller food packaging sizes. In an era where concerns about waste and sustainability are growing exponentially this is only going to become a more prominent want and need. Quite simply the needs of singles are different from those of families and couples.
At present singles represent a missed opportunity for brands. They must take note or they will miss out on a significant – and growing – sector of society. The six tips below provide a platform for how they could consider adapting their offering to suit this section of society:
As being single becomes more of a norm it’s important to note that single positivity isn’t a movement dedicated to remaining single above all else. Rather it’s a recognition that being single is a viable not an incomplete status.
And to give the last word to Lizzo, the celebrator of singlehood: ‘I will never, ever, ever, ever, ever be your side chick … ain’t worried ’bout a ring on my finger.’
July
19julAll DayPop-Ups for Women Entrepreneurs
19/07/2025 All Day(GMT+00:00)
The Wellness Centre Croydon
The Whitgift shopping centre #1st Croydon CR0 1LP
Support Local. Empower Women. Discover Something New. Join us for an inspiring pop-up event celebrating women entrepreneurs!
Support Local. Empower Women. Discover Something New.
Join us for an inspiring pop-up event celebrating women entrepreneurs and their incredible businesses! From handmade goods and fashion to skincare, art, wellness products, and more—this event is all about community, creativity, and connection.
Meet the amazing women behind your favorite local brands, enjoy one-of-a-kind finds, and support small businesses that make a big impact. Whether you’re shopping for yourself or grabbing gifts for others, your support helps fuel dreams and build a more inclusive economy.
What to Expect:
Let’s show up, shop small, and lift each other up.
Every purchase you make is a powerful act of support.
RSVP now—let’s make this a celebration to remember!
24/07/2025 All Day(GMT+00:00)
Heston Hyde Hotel
N Hyde Ln, Hounslow TW5 0EP
International Conference on Leadership Entrepreneurship and Business Management (ICLEBM – 2025) will be held in London,UK during 24th Jul 2025
ICLEBM will provide an excellent international forum for sharing knowledge and a result in International Conference on Leadership Entrepreneurship and Business Management. The aim of the Conference is to provide a platform to the researchers and practitioners from both academia as well as industry to share cutting-edge development in the field.
. The Proceeding will be archived in the Digital Library.
. Each Paper will be assigned a Digital Object Identifier (DOI) from CROSSREF.
. The Proceeding will be submitted to ISI Thomson for review and indexing.
. Proceedings will be published in International Journals with ISSN Numbers.
26julAll DayTessy's Brunches Presents: Engage HER
26/07/2025 All Day(GMT+00:00)
Stanley Stephenson Lounge
Crystal Palace Football Club, Holmesdale Road, London, SE25 6PU
Engage Her – July 26, 2025 Event Summary: Engage Her is a dynamic event focused on fostering meaningful connections and building a supportive
Event Summary: Engage Her is a dynamic event focused on fostering meaningful connections and building a supportive community of women. Through interactive workshops, networking opportunities, and engaging discussions, attendees will have the chance to share experiences, learn from one another, and grow together. This event aims to create a welcoming environment where women can support each other in their personal and professional journeys.
Highlights:
• Engaging workshops and interactive sessions encouraging active participation.
• Networking opportunities to expand personal and professional connections.
• Panel discussions with industry leaders sharing insights and experiences.
• Community-building activities to foster lasting relationships.
Mark your calendars for Engage Her on July 26, 2025, a vibrant event designed to connect and inspire women. Participate in interactive workshops, network with like-minded individuals, and join discussions with industry leaders. Build meaningful relationships and grow within a supportive community. Engage Her is your opportunity to connect, learn, and thrive together. Don’t miss out—register now!
Indulge in a sumptuous spread of delicious treats crafted to tantalize your taste buds.
Tickets are available for £50 and the event is open to all women. Let’s come together and support each other as we navigate the challenges of life. We can’t wait to see you there!
Tessy’s Brunches (www.tessysbrunches) is dedicated to creating a platform where unseen women become visible through networking and mentoring opportunities. Our mission is not only about recognising women but understanding and addressing their unique challenges.
Our aims are rooted in three core principles: Empower, Engage, and Elevate. We seek to empower women by inspiring personal growth and self-discovery. We aim to engage by fostering meaningful connections and building a supportive community. Finally, we strive to elevate by enhancing professional development and personal fulfilment. Through these pillars, we are dedicated to helping women overcome barriers, realize their potential, and achieve both personal and professional success.
#TessysBrunches #WomenPower #CelebrateWomen #InspiringChange #EmpowerHER #EngageHER #ElevateHER