Comments on: Single and Loving It: A New Perspective on Marketing to Solo Women

By: Grace

Grace — Thu, 14 Aug 2008 02:04:09 +0000

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By: barney

barney — Sun, 10 Jun 2007 18:17:59 +0000

Many traditional societies still believe that marriage should be the ultimate objective to achieve for a woman.I have heard men in the family making choices like “I will marry someone who is worth my losing my single independent status for”….”I will marry the right person”….however, we do not realize that women today are now following their career interests similar to men..infact, in traditional societies women are still expected to do housework, have babies, be the perfect wives to their husbands….why are we not giving women the same freedom like men to marry when they want and who they want? With successful careers, why are women not given the same space as men to make their decisions…? These are important questions to consider….and I do feel that just education in an institute is not the answer…but education of the mind is required which will come through self introspection and reflection over time…

By: Heidi Schmidt

Heidi Schmidt — Wed, 07 Jun 2006 22:05:34 +0000

I could not agree more – it felt GREAT to be acknowledged by the Globe article. It started with Ally McBeal and exploded with Sex & the City: showing single women in their 30s with careers and full lives that were not married. I began to feel part of a club instead of an unmarried outcast.
Companies started marketing to us once they realized that career women without families had disposable income to spend.
In fact, I have recently launched an apparel company devoted to single women! Swish designs hip, fun stylish tee shirts for single women in their 20s, 30s and beyond. We wanted to help support single women and make them feel GOOD about being independent and on their own. As our slogan says, ‘Single Is Fabulous!’

By: Andrea Learned

Andrea Learned — Wed, 07 Jun 2006 21:57:55 +0000

There isn’t one business that should move all its marketing budget away from couples or moms and over to solo women – so that’s a great point, Christine. However, as more and more brands are realizing just how much they can benefit from running a variety of campaigns to appeal to the gamut of customer profiles – it is worth considering the solo perspective. It does depend on the industry/category – but unmarried women (who can be never marrieds, divorced or widowed.. so, include all generations) will be pleasantly surprised (if not blown away) by brands that learn a bit more about them – in order to tend to their needs more effectively. Adventure travel companies, for one – have figured it out.

By: Christine Pilch

Christine Pilch — Wed, 07 Jun 2006 21:22:02 +0000

Very interesting post, Andrea. I read the Globe article too with great interest, being a single 41-year-old female marketer in MA. This is a topic obviously close to my heart, and I always consider the singles market with respect to clients’ needs. But what it comes down to over and over when I do my clients’ positioning work, is that the majority of my clients’ business comes from one or both members of a couple. I haven’t yet had a client who would have benefited from gearing their advertising to appeal specifically to singles. Perhaps one day I will, as I agree that singles are a distinct market force.

By: Monica Powers

Monica Powers — Wed, 07 Jun 2006 06:52:20 +0000

I think single womanhood is one of the last remaining taboos in our society. There is still a certain stigma to it, or perhaps lack of understanding that makes this an uncomfortable conversation topic. Women who are single by either choice or circumstance are leading rich, full lives and are fully in control of their finances, careers and futures in ways our parents’ generation could not have anticipated. Marketers need to catch up and starting viewing solo women as a viable and powerful segment.

By: Yvonne DiVita

Yvonne DiVita — Tue, 06 Jun 2006 18:30:02 +0000

It sure feels good to be acknowledged. I’ve said this for awhile – as the mother of two young girls over 25 (one recently married, another on her way)I taught them to take that walk down the aisle IF and WHEN they wanted to, and not let society judge them for not making the step, if that’s what they chose.
These are dynamic and intelligent young women who are taking their mother’s advice to heart. Finally, we boomers can say, “I did something right. I taught my daughters that marriage for marriage’s sake is just a bad idea.”
As you know, Andrea, stats show that more young women are graduating from college and going on for graduate degrees than men. More young women are moving into traditionally male dominated fields of work and study… and, if you read my blog this Thursday, over at Lip-sticking, you’ll learn something else that’s new about this group of powerful consumers. Think: zoom-zoom.