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The Number Of People Who Live Alone Or Spend Long Periods In Loneliness Has Grown In Several Parts Of The World. This Scenario Gave Rise To A New Market Trend: The So-Called “Loneliness Economy”
The number of people living alone is increasing in several parts of the world. This phenomenon has changed consumer behavior and directly influenced the economy. Experts have named this movement the “loneliness economy.”
The term was coined by economist Noreena Hertz. It refers to a range of products and services aimed at lonely individuals. The goal is to meet the specific needs of those living alone, with solutions adapted to the new social reality.
According to a survey conducted by the Gallup Institute and Meta — the company responsible for social networks like Facebook, WhatsApp, and Instagram — 24% of the global population declares themselves to be very or reasonably lonely. This shows how current the issue is and how it concerns different sectors of society.
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This trend has motivated actions from industries such as technology, food, entertainment, and services. These companies have been developing alternatives to serve this audience. And the market continues to grow.
A New Consumption Profile
According to a study by Euromonitor International, the number of households with only one occupant is expected to reach 120 million worldwide by 2030. This data reinforces the importance of the loneliness economy.
In Brazil, Espírito Santo is a clear example of this transformation. According to data from the Brazilian Institute of Geography and Statistics (IBGE), 294,568 people live alone in the state. It ranks third in the country for the most solitary residents.
The growth of this population group has led to significant changes. Singles living alone, for example, tend to consume differently. They buy less than those living with family or others.
Market Adaptation
Psychologist Maria Rita Sales Régis from Design Gente explains that the loneliness economy has direct impacts on the market. This forces companies to adapt to new demands.
She states that there is an increase in the demand for smaller food portions, compact furniture, personalized services, and on-demand subscriptions. Companies, in response, create specific niches for this audience.
“Such a fact effectively impacts the consumption market and the economy, as it fosters new market niches, inducing companies to adapt the distribution of their products into smaller food portions, compact furniture, targeted subscriptions, and on-demand services“, she said.
These changes reflect a society in transformation. Claudeci Pereira Neto, vice president of the Regional Economics Council (Corecon-ES), highlights that the increase in people living alone is linked to greater economic and social independence.
“They tend to have more resources at certain stages of life, not just younger singles, but those who already have a profession, being more concerned with their well-being. These are also people more focused on mental health, so it’s better to seek psychological services with emotional support“, he stated.
Single Women Lead The Loneliness Economy Movement
Another important point is the role of women in this scenario. The increase of single women with financial independence has further boosted the loneliness economy.
These women, according to specialists, tend to invest more in professional qualification and health care. This behavior drives the educational sector, especially through online courses and services aimed at personal development.
Marcelo Loyola Fraga, director-general of Capixaba College of Business (Facan), explains that this has a direct impact on the market. He highlights that educational technology companies, for example, have been growing alongside this demand.
“Investment in education and professional qualification is also on the radar of these women. This not only drives the educational sector but also impacts companies offering technologies for online learning and services related to personal development“, he said.
In addition to education, the health sector is also attentive to this new audience. Claudeci Pereira Neto states that people living alone, especially singles with stable professions, tend to invest more in well-being.
According to him, there is a growing concern for physical and mental health. This includes seeking gyms, healthy eating, health-related products, and even psychological services with emotional support.
Loneliness Economy: A Market That Keeps Growing
The loneliness economy shows how social changes directly impact consumption. The rise of people living alone creates new business opportunities. Companies need to understand this new profile to offer effective solutions.
Even without knowing how many live alone by choice or necessity, the fact is that this group is growing. And with it, the market dedicated to meeting their needs, habits, and lifestyle is also expanding.
With information from Tribuna Online.
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