That singular sensation

That singular sensation

Ms Laura D'agostino, 26, is a busy New York City professional who has no time for a relationship.

The broadcast associate with a bachelor's degree in communications works from 6pm to 4am five days a week, and commutes from New Jersey to New York City every day.

She tells The Sunday Times she is not worried about being single. "It is the norm... half my co-workers are single."

Judging from recent data, being single certainly is the norm in the United States. In fact, for the first time ever, single Americans outnumber those who are married, making up 50.2 per cent of the population aged 16 and older.

A report by economist Edward Yardeni, using data from the Bureau of Labour Statistics, says that last month, there were 248.2 million people aged 16 years or older, with 124.6 million of them single - never married, divorced, separated or widowed - and 123.6 million married.

In stark contrast, just 37.4 per cent of the adult population were single in 1976, the year the US started recording such data.

More than just a statistical quirk, the change has raised concerns about what sort of impact a society dominated by singles will have on American businesses and the economy.

Some also question if singles are more productive than their married peers and how the demographic change will eventually change business strategies and even the infrastructure of a city.

The problem, of course, is not unique to the US.

Singapore, too, has seen its proportion of singles rise gradually over the years. In 2012, it was 32.1 per cent, up from 30.4 per cent in 2002, according to Singapore's Department of Statistics.

In comparison, the proportion of married individuals dropped from 61.9 per cent in 2002 to 59.7 per cent in 2012.

In numerous reports and studies, the rise in the number of singles has generally been attributed to people waiting longer to get married and to higher education levels, especially among women, allowing them to remain single and independent if they so choose.

While some have the impression that singles might put in more hours at work and take on extra shifts during holiday weekends, sociologist Karen Guzzo from Bowling Green State University is quick to point out that this is not always the case.

"Single doesn't necessarily mean childless," says Associate Professor Guzzo.

"Many singles are actually single parents, who have less flexibility than their childless counterparts and are often also less flexible than their married-parent counterparts, who can split the child-rearing duties."

In 2011, 8 per cent of households with children under the age of 18 were headed by single fathers and about 26 per cent were headed by single mothers, according to a report by Pew Research Centre.

And to say singles work harder in the first place may not be totally accurate either.

"There is also some evidence that today's young singles... are much more focused on quality of life and less willing to sacrifice their leisure time for career and income," says Prof Guzzo.

Ms D'agostino admits that while she loves her job, the hours take a toll on her, and there might come a time when she would need to work the day shift instead.

While the benefits of a singles- dominated workforce are still questionable, this group's ability to boost the economy through spending is much clearer.

According to the 2013 Consumer Expenditure Survey, the average per capita annual expenditure of singles was US$36,263 (S$45,900), compared with US$30,623 for married individuals without children.

Marketing and supply chain management professor Edward Mazze of the University of Rhode Island says: "With much more disposable income, singles spend more on vacations, transportation, going out and clothing."

Software engineer Sam, 37, who is going through a separation and did not want to give his last name, says now that he lives alone, he takes part in more activities.

"I go to the gym a lot, eat out, organise meet-ups... I am a lot more active now," says the father of three.

According to Bureau of Labour Statistics, consumption by US singles contributes US$1.9 trillion to the economy annually, so businesses, including banks, car companies and travel agents, are naturally sitting up and taking notice.

In the travel industry, for instance, cruise company Norwegian Cruise Line is reaching out to solo travellers by offering studios on its new Epic ship. The company says in a study by data analytics firm Annalect that this would ensure an "affordable and an alternative way of travelling for singles".

Food manufacturers have also taken steps to cater to singles. For example, instead of buying a tin of Spam, singles can purchase pre-packaged single slices.

Professor of food marketing at St Joseph's University John Stanton says singles do not like to waste, so they will buy smaller quantities of food, even if it means paying more per gram.

He adds that while businesses have been trying to pander to this segment over the past five years, he does not think individual packaging or smaller quantities sufficiently address the needs of singles.

He points out that among singles, there are the millennials and older individuals, and these are different target groups that do not just want things in smaller sizes.

"They both want ultra-convenience, but millennials want something more interesting," says Prof Stanton.

"So, instead of mac and cheese, they want it with jalapeno or chipotle. They also want what they perceive as healthier choices such as organic or local produce."

For the older segment of the market, he says, "they tend to require a little more intense flavours because taste sensations decline with age".

Prof Mazze adds that cultivating brand loyalty among singles is very important because this group has the freedom and the income to "trade up", whether it be a new phone or a new car.

Property developers are the other industry following the growth of the singles market closely.

Data from the US Census Bureau last year shows that single-member households made up nearly 30 per cent of all households.

So, developers have to make special provisions to address the needs of singles.

Professor Kerry Vandell, director of the Centre for Real Estate at the University of California, Irvine, highlights that singles may need less space in terms of square footage, but put more emphasis on having the right amenities.

For example, they want the place to be "completely wired and up-to-date technologically", says Prof Vandell. There should also be enough storage space for recreational items and a relatively well-appointed bathroom.

But instead of buying property, says Professor Richard Green, a real estate specialist at the University of Southern California, singles are more likely to rent, thus sparking another change in the market.

He says that among those married, home ownership rates stand at 80 per cent, while it is 50 per cent for singles.

This is the case for Ms Kristina Lopez, 20, who rents an apartment in New York with friends.

Ms Lopez, who works as a sales assistant and also studies at the Fashion Institute of Technology, will continue to rent while she saves up for the future.

And as with most singles, she is unperturbed by her single status. "Everyone is really driven here. I think relationships just get in the way," she says.

simlinoi@sph.com.sg


This article was first published on Sept 21, 2014.
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