It’s official. Single Person Households (SPHHs) are now one of the fastest-growing, and most desirable, consumer markets. But how has this change to customer demographics emerged, and what does it mean for service providers?
Even a decade ago, the standard image of the standard consumer was a 2.4 family with traditional roles. Advertising, branding and customer focus was firmly biased in favour of attracting those falling in to the traditional category of consumers, with the bulk of advertising messages portraying the standard familial construct of mother, father and two children.
However, the demographic picture has changed dramatically over recent years, and it transpires that while still dramatically underserved, the SPHH is one of the most lucrative, and sought-after ma...Read More