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.
