Single Aussies are often marketed as carefree, spontaneous daters. The reality? They are carrying the heavy load of a solo economy.
With no one to split the pantry bills with, the essentials become much harder to maintain.
Describe themselves as struggling or falling behind on essential living costs (19% more likely than average).
Have actively cut back on groceries and food spending in the past month to keep their heads above water.
However are still spending money on lunch rather than bringing it in (24% vs 21%, average), and 43% are still ordering takeaway (vs 41%, average).
What you need to know:
The scene
While they carry the weight of the “single tax” and feel the economic squeeze, a notable subset hasn’t stopped spending or moving forward.
The opportunity
Lies within acknowledging the pressure but engaging in the positive elements of what they are trying to achieve to get ahead.
The role to play
Brands who offer avenues of growth, single-serve convenience and accessible entry points will connect with an audience actively seeking progress despite the pressure.
