From Stigma to Value: How Solitude Becomes a Business Opportunity

In recent times, the growing trend of loneliness has been increasingly discussed, often linked to Covid-19, remote work, and technology. While living on your own is often associated with loneliness, many individuals consciously embrace their solitude as a means of fostering self-care, mental well-being, and creativity.

This "solo living" phenomenon highlights a potential that allows brands to connect with consumers who not only choose to live alone but also engage in traditionally social activities by themselves.

Trend in Latvia:

• 36% of people live alone;[i]
• 13% do not enjoy socializing with friends; [ii]
• every third person prefers working alone rather than in a team.[iii]

Homes Just for Me

The number of single adults in Europe (aged 18 to 54) has increased by approximately 13% in the last decade, with a particularly noticeable trend in the Scandinavian and Baltic countries.[iv] As a result of these trends, the demand for homes for individual living has risen.

Homes are not just places to live, but they also provide emotional security and freedom.

Facts[v] – global population:

• 25% spend time alone to improve their well-being;
• 23% sometimes walk around the house naked;
• 65% of people feel that there is not enough privacy for each family member at home;
• Every third person spends time singing or dancing when no one is around.

Some brands have responded to this trend. For example, IKEA in Canada created a campaign called "Take a Holiday from the Holidays" highlighting the importance of private space. Additionally, IKEA, considering that 18% of its customers live alone[vi], offers effective interior solutions for small spaces.

Me Time

Society often dictates how we should live, work, love, and relax, creating constant "noise" that often overshadows what truly matters – the ability to hear ourselves and understand our true needs.

Global Population[vii]:

• 45% feel pressure to appear happy, even when they don't feel that way;
• 52% wish that expressing emotions in public would be more acceptable;
• 46% prefer to enjoy leisure activities alone outside of home.

Me Time becomes a life priority. The Independent claims that solitude is becoming a symbol of status. And why not? The ability to live for oneself, while also being financially secure, is a well-earned achievement. With Me Time, the focus is on self-love and care. To ensure this, people are increasingly choosing to enjoy traditional social activities alone. Below are some examples of these activities.

Solo Travel

Solo travel is becoming increasingly popular as people seek to disconnect from the growing attachment to technology and establish a deeper connection with various cultures.

Popularity of Solo Travel:

• Google data shows that Solo Traveling searches increased by 20.2% in 2024 compared to the previous year; [i]
• Vogue reflects on why Solo Travel has become the "most desirable commodity";[ii]
• Forbes has predicted 2024 as the "year of Solo Travel." [iii]

On the social media platform Instagram, the hashtag #SoloTravel has reached 9.7 million posts [iv], where solo travelers actively share tips and create vibrant communities. Due to demand, hotels and airlines are adjusting their offerings for individual travelers, while Airbnb has introduced the Solo Traveler Safety feature, which provides support to solo travelers with any travel-related issues. In Latvia, travel agencies Novatours and Estravel offer special Solo Travel packages.

Moreover, this trend can also be leveraged by brands that are not directly related to travel. For example, Sony, in collaboration with influencers, created content about the best ways to capture photographs while traveling solo.

Solo Travel Development Forecasts:

• Women dominate Solo Travel and will continue to do so, creating even greater opportunities for brands to target this audience.
• There will be an increasing interest in sustainable destinations and eco-friendly travel companies.
• The number of digital nomads (those who work from the places they travel to) is rising, increasing the demand for fast internet, tax consultations, and co-working spaces. Furthermore, technological advancements (VR, AI, blockchain) will expand remote work opportunities. It is worth noting that Latvia offers a favorable environment for nomads with fast internet and co-working spaces not only in Riga.

The Solo Dating Phenomenon

An integral part of the solo lifestyle is Solo Dating, which has become popular on social media. The TikTok hashtag #SoloDate has reached 416 million views in just one week. [i] Solo Dating is evolving, much like other solo activities such as solo movie watching, solo dinners, and enjoying drinks alone.

When arriving at a restaurant alone, guests are often seated in what may be considered "the least comfortable spot," but  67% of Europeans expect restaurants to be adapted for individual guests.[ii] According to OpenTable data, individual reservations have increased by 29% in the U.S., 18% in Germany, and 14% in the UK over the past two years. [iii] Moreover, the demand spans all generations, from young people to seniors. Restaurants are starting to adapt to this trend, though in Latvia, special offerings for solo diners are not yet spread.

Solo Dating at Home

Solo Dates can also be enjoyed at home – 68% of Latvia's residents prefer peaceful evenings at home rather than going out.[iv] A popular trend that began on TikTok in 2023 is #girlsdinner, where women prepare a quick meal from available ingredients at home to enjoy alone. They beautifully present it and share photos on social media. According to TikTok Creative Center, the hashtag #girldinner has accumulated over 5.4 billion views since its creation. [v]

Meanwhile, in Finland, the tradition of "päntsdrunk" is widespread – enjoying alcoholic beverages at home in casual and comfortable clothing, often just in underwear. This trend is seen as a form of self-care, even though it may seem unusual. However, the ability to ignore social pressures and enjoy the simple pleasures of life contributes to the Finnish sense of balance. And who knows, perhaps this is one of the factors behind Finland being the happiest country in the world.

Although society stigmatizes and pressures individuals to live alone, the trend of choosing solitude is only increasing. Brands have a great opportunity to support this growing societal group by highlighting solo living in a positive and valuable light, as it is often only the negative aspects that are emphasized.

People who have chosen solo living[i]:
• engage in sports and light entertainment, such as solving puzzles, more frequently than the average person, and regularly dine out;
• 55% have purchased professional equipment, such as cameras or culinary devices, to pursue their leisure hobbies more professionally.

Educational campaigns that emphasize the various reasons why people choose to be alone will help friends, families, and society view solitude in a more positive light.

References:

[i] ec.europa.eu

[ii] Kantar Atlas 2024

[iii] Kantar Atlas 2024

[iv] ec.europa.eu

[v] The Ike life at home report 2023

[vi] https://www.ingka.com/newsroom/solo-living-redefined-how-living-with-yourself-can-enhance-life-at-home/

[vii] lululemon global wellbeing report 2024

[viii] Skyscanner.com

[ix] vogue.com

[x] forbes.com

[xi] https://www.skyscanner.com/tips-and-inspiration/solo-travel-statistics

[xii] TikTok Creative Center, Week 6 of 2025

[xiii] Foresight Factory

[xiv] Foresight Factory

[xv] Kantar Atlas 2024

[xvi] TikTok Creative Center for Week 6 of 2025

[xvii] Foresight Factory