Rising Singles The New Independents_WhitePaper_TPN

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For the first time in US History, singles account for over 50% of the US population. In this white paper, TPN Shopper Marketing discusses this shift and new strategic opportunities for marketers, brands and retailers to connect with this group. TPN Shopper Marketing

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Rising Singles The New Independents_WhitePaper_TPN

1. Reimagine Retail TM THE TARGET OF ONE: BUILDING MODAL DIALOGUE™ WITH THE RISING SINGLE CLASS

2. 2www.tpnretail.com Since then, “singles” have been a hot subject of interest in both the news (Bloomberg, Huffington Post, Forbes, etc.) and even pop culture (SNL, Good Morning America, etc.), mostly exploring this new trend’s implications on topics such as the economy, family structure and society in both serious and comical perspectives. But what are the opportunities for brands and retailers, since the majority of marketing messaging and retail strategy today assumes a de facto couple or family- centric attitude? And those few marketers who do speak to singles often do so through over-generalized, off-putting stereotypes that focus on twenty-somethings or Baby Boomers. What about single Gen Xers, a segment that is likely living a “single-by- choice” lifestyle, makes their own decisions around their individual short- and long- term needs and wants, and has disposable income and flexibility of time? A NEW AUDIENCE HAS EMERGED In September 2014, the Bureau of Labor Statistics reported there are more single adults in the U.S. population than there are married ones for the first time in U.S. history. TPN and C+R Research are conducting research to uncover – and ultimately unveil – how brands and retailers can get into the hearts, minds and pocketbooks of this Rising Single professional class. Using TPN’s proprietary POV around the Modal Dialogue™, our research will lead to insights and implications to help marketers understand Rising Singles’ perceptions as a consumer; journey as a shopper; behavior as a buyer; and power as an influencer. And because of the range of different attitudes and behaviors within this group, we will seek out archetype segments that will help marketers find relevance with their singles target sub-groups.

3. 3www.tpnretail.com ourresearch Who are we studying? • Single Males & Females • Ages 30-50 • Live alone • Do not have children What’s our approach? Proprietary qualitative and quantitative research via four phases: 1. Secondary research audit 2. 6-week online immersive community 3. In-home ethnographies with online panelists and their single friends 4. In-depth quantitative survey As of February 2015, the first three phases were complete, and the fourth is under way. Already, initial research is beginning to uncover directional findings and opportunities around Rising Singles across the entire Modal Dialogue. PHASE 1: Foundational Secondary Research Audit Define the scope COMPLETED IN PROGRESS PHASE 2: Qualitative Online Immersive Community Observe singles over holidays PHASE 3: Qualitative “Circle of Friends” Ethnographies Illuminate, bring to life PHASE 4: In-depth Quantitative Dimensionalize and market-size

4. 4www.tpnretail.com initialfindings N ot all singles are looking for love; in fact, many are content with – and even see many benefits in – being single. As one of our research participants, Adrian, stated, “Single means being free to do as you wish, when you wish and with whom you wish.” This sentiment is proving universal, regardless of gender or openness to love. “The single life allows you to be who you are with no restrictions,” Julie, another participant, noted. “You can be selfish without the guilt. You don’t have to answer to anyone.” These perspectives are in huge contrast to the common misconceptions that singles are seeking love, feeling lonely and vulnerable, or even dreaming about marriage. BEING SINGLE HAS A DIFFERENT MEANING IN THEIR LIFE Opportunity To Reach The Consumer: Ignore the negative stereotypes of being single. Instead, resonate with and empower this consumer by speaking to the freedom and independence that singles so value in their lifestyle.

5. 5www.tpnretail.com initialfindings W hen shopping for the winter holidays, Rising Singles seem to name themselves as the “plus one” on their own gift lists. Without having that special someone who is shopping for them, they compensate by gifting themselves. “Since I don’t normally get gifts from others,” community member Karren explained, “I definitely take the time to buy myself something from my wish list for Christmas.” And with fewer people to buy for and a less stretched wallet, they don’t feel guilty about it. In perfect summary, Stephen added: “Since I’m single, I like to splurge on myself.” THE PERSON ALWAYS ON A SINGLE’S GIFT LIST: “ME!” Opportunity To Reach The Shopper: Supplement gifting messaging with “for yourself” or “treat yourself, too” messaging and experiences.

6. 6www.tpnretail.com initialfindings O ne thing Rising Singles long for is having a companion at the end of the day to talk to and share their thoughts with, especially when they are stressed. Without that person to turn to, they gravitate to friendly stores where they feel welcome and can have a chat with staff. One participant, Jill, often chooses Trader Joe’s for that exact reason. “Trader Joe’s is geared towards people like me,” she said. “Employees are friendly and ask how your day went.” THEIR RETAIL TRIP CAN BE A SOCIAL EXPERIENCE Opportunity To Reach The Shopper: Create welcoming environments for shoppers that make the store more than just a place to buy things. And don’t forget the sales staff. Good, friendly, well-trained staff can make one retailer a destination over another.

7. 7www.tpnretail.com initialfindings “ Rising Singles love a great price. They are always on the hunt for items they want; however, they wait to buy them until they find deals too hot to pass up. “To save money, it is best to shop for what you want, not what you urgently need, or you will be stressed and dissatisfied … I don’t need anything, so I’m just looking for smoking deals too hot to resist,” said participant Karren. Their freedom and flexibility lets them shop without a sense of urgency to buy, even during the winter holiday season, since they don’t have a child for whom they MUST buy the hot toy by Christmas. THEY BUY WHEN THEY CAN POUNCE ON A DEAL Opportunity To Reach The Buyer: Capture deal-minded Rising Singles with promotions specially geared to their needs, wants and hot buttons, including limited-time pricing/availability that creates a sense of urgency for these buyers.

8. 8www.tpnretail.com initialfindings A lthough Rising Singles are not hyper- involved in social media for sharing opinions or getting ideas about brands and products, this does not mean they don’t look to a close network of friends. As one of our singles, Lorianne, described it while speaking on the subject, “I have my New York friends that are truly my family … When I get together with my core friends we discuss everything. Our day, career … hair tips, nightmares, pretty much everything.” Friends are so close they are considered family, and their opinions have enormous weight. FRIENDS ARE THEIR CHOSEN FAMILY Opportunity To Reach The Influencer: Leverage the highly influential role Rising Singles have with their friends by creating loyalty brand ambassadorship programs that encourage interpersonal word-of-mouth – not social media – sharing with their inner circle.

9. 9www.tpnretail.com moretocome W ith such findings coming to light, new white-space opportunities for brands and retailers are becoming apparent. The fourth phase of our research will draw out these opportunities by defining unique singles archetypes to help marketers identify their appropriate singles target sub-segments. In turn, marketers will be able to use this information to build relevance with the Rising Single class. Be on the lookout for updates from TPN and C+R! Deb Friedland Managing Director Planning Perspectives 220 E. 42nd St. Suite 1306 New York, NY 10017 212.599.6691 ext.5061 [email protected] www.tpnretail.com Reimagine Retail TM Dave Mastrofski Vice President C+R Research 500 North Michigan Ave. Chicago, IL 60611 312.828.9200 312.527.3113 fax [email protected] www.crresearch.com

10. 10www.tpnretail.com TPNis a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination. TPN’s Modal Dialogue™ ensures success in dynamic retail, first by identifying a target’s retail mode of behavior and then by creating content in sync with those modes. Fueled by a commitment to making the buy happen for global brands, TPN is celebrating more than three decades of Reimagining Retail. TPN is a part of The DAS Group of Companies, a division of Omnicom Group Inc. abouttpn

Rising Singles The New Independents_WhitePaper_TPN

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