In an era where lifestyles and social structures are rapidly changing, the word “single” no longer simply means “someone without a partner.”
It has evolved into a major consumer segment with strong purchasing power, complex needs, and unique behaviors that marketers and brands can no longer overlook.
The SOLO Economy (Single, Opportunity, Lifestyle, Opportunity) represents a marketing goldmine waiting to be discovered. But the key question is —
how can we identify these consumers within our customer database?
The New Definition of “Single”: Not Just a Status — A Lifestyle
Before diving into data analysis, we must first understand that today’s singles are diverse, yet they share two core traits:
independence in decision-making and a self-centric mindset. Their key behaviors include:
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High Disposable Income & Willingness to Spend:
With fewer financial responsibilities, they’re happy to spend on experiences, self-care, learning new skills, or travel. -
Convenience is King:
They seek products and services that make life easier — such as single-serving meals, delivery services, or smart-home technology. -
Self-Investment & Experience-Oriented:
They value experiences more than possessions. Solo travel, online courses, fitness, and workshops are all popular among them. -
Tech-Savvy:
They are active users of social media and streaming platforms, and they primarily make purchases online. -
Community Seekers:
Even though they live alone, they still seek social connection — such as pet-lover communities or fitness groups.
The Data Detective: Using CRM and Data Analytics to Identify Singles
Finding the “single segment” isn’t as simple as checking a “marital status” box in a form.It’s about detecting subtle behavioral patterns and signals hidden within CRM and loyalty program data.
The key lies in finding the “Pattern of One” — evidence of a solo lifestyle within your customer data.
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Transactional Data – Behavior Speaks Louder than Words
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- Size & Quantity: Buying single-portion meals, individual drink cans, or small packages instead of family packs or ingredients for 3–4 people.
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Product Type: Prefers self-care items, supplements, pet products (a “companion”), or solo exercise equipment — and rarely buys products for mothers or children.
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Timing: Frequent but small purchases — perhaps a quick stop at the supermarket after work or food delivery on weekends.
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Loyalty Program Data – Rewards Reveal Personality
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Reward Type: Redeems single-movie tickets, spa vouchers for one, or restaurant discounts for solo dining — instead of theme-park passes or family buffets.
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Engagement Data – Campaign Response Patterns
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Responds well to promotions like “Treat Yourself,” “Solo Traveler Deals,” or “Gifts for You,”
while showing less interest in family-oriented or “Back to School” campaigns.
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Building a “Single Score” – Turning Data into Strategy
Once these signals are gathered, the next step is applying data science principles to build a scoring model
that estimates the likelihood of a customer being single. For example:
- Purchased a single-serving meal → +10 points
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Redeemed one movie ticket → +15 points
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Clicked a “Dinner for Two” promotion → –20 points
After scores are aggregated, customers with a high Single Score can be grouped into a Potential Single Segment — allowing brands to immediately craft targeted, creative marketing strategies.
From Data to Action: Seizing Market Opportunities
Brands that understand and can identify the single segment can unlock tremendous business potential across industries:
- Food & Beverage: Develop single-serving menus and packaging.
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Travel & Hospitality: Offer safe, friendly solo-travel packages.Finance: Create savings plans and insurance products designed for independent retirement planning.
- Real Estate: Promote compact condominiums with complete functionality.
Seeing the single segment merely as “people without partners” is outdated.
Successful brands must look deeper — into their lifestyle — and use data as a tool to understand and connect.
Marketing that celebrates independence, self-love, and living life to the fullest will be the key to winning the hearts of this rapidly growing and influential consumer group.