Jenny Chan 陳詠欣
Jan 13, 2014

The predicament of Asia’s young singletons

Unmarried consumers, having different lifestyle needs from their coupled-up counterparts, face unique stresses but that means opportunity for brands to get to know in intimate detail.

This Acuvue campaign focuses on healthy eyes rather than the need to catch a man.

The swelling ranks of 'single-sumers' single consumers who leave their parents’ homes to live independently, postpone marriage, choose not to get hitched at all or stay solo after divorce, are challenging Asia’s family-oriented traditions. If marketers pay attention, they have an opportunity to sway this increasing spending power towards them.

According to Euromonitor, Japan has the highest number of one-person households in Asia, followed by Australia, South Korea, Greater China and India. One-person households in...

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