Targeting the 'me' generation
Joel Conway
The make-up of society is changing. Single-person households now account for 30% of all households in the UK – an increase from 26.3% in 1991 ... and this figure is growing (2001 Census, Office of National Statistics). In this research, undertaken as a component of RDSi's self-funded seminar on Single Society, we explore those aged 30–40 years, who account for 14% of all singles.
The objectives of the study were quite broad: to understand their values, lifestyles and desires; what they want out of life; how they feel about and live as single people;...