Targeting the ‘me’ generation

14% of all single-person householders in the UK are aged 30-40. Joel Conway, an associate director at RDSi, looks at the values, lifestyles and desires of this growing target group.

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...