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Being single is often seen as something temporary – a problem to be solved.
“How are you still single?”
“You have to put yourself out there.”
“It’ll happen when you least expect it.”
1 in 3 people
across Australia and Aotearoa New Zealand are single.
And only
6%
are actively looking for a partner.
Maybe Solo life isn’t a waiting room after all.
Maybe Solo life isn’t a waiting room after all.
Life no longer follows a single path.
Get married young
Stay married forever
Build a family
Have children
Grow old together
Younger generations are independent for longer.
Marriage rates are declining.
The old script has been rewritten.
“Being Solo is always seen as a train station, but it can be an island.”
Female, NZ, 49
Solo life: A problem to fix or an advantage?
Solos often see their lifestyle as one with more freedom.
But those in relationships don’t necessarily see it that way.
But those in relationships don’t necessarily see it that way.
Gives people more freedom
Allows for more independence
Offers greater flexibility
Solos are living one reality.
But the culture around them tells another story.
The problem isn’t Solo life.
The problem is we're not designing for it.
The family pack.
The hotel room for two.
The household streaming plan.
The couple in the home loan ad.
Solo people use them.
But they weren’t designed with one person, one income, one set of needs in mind.
The effects of this bleed into many aspects of everyday life.
The effects of this bleed into many aspects of everyday life.
Compared to those in relationships, Solos are less satisfied with:
15%
Social life
13%
Financial situation
14%
Work-life balance
14%
Mental wellbeing
15%
Connection to others
Life has changed, but the blueprint hasn’t.
A lot of what we buy, use and consume still assumes the same old setup – from advertising and communications to products, services and even policies.
WHAT SOLOS NEED ISN’T COMPLICATED
SO, WHAT CAN YOU DO DIFFERENTLY?
PROGRESS
There’s more than one way to move forward. But markers of success still centre partnership, marriage and family.
CONNECTION
Not everything has a romantic agenda. But we haven’t created the online and digital spaces for Solos to connect with others.
FREEDOM
Independence should be easier, not more expensive.
But the single tax keeps growing.
But the single tax keeps growing.
KNOW THEM
Look beyond relationship status. Understand the different lives, needs and motivations behind Solo living.
DESIGN FOR THEM
Create products, services and experiences that work for one person, not just couples and families.
REPRESENT THEM
Show Solo lives are normal, varied, fulfilling – not as something waiting to be fixed.
Explore the full report to understand how Solo lives are changing and what brands can do to design for independence.
Download report