J.Walter Thompson Intelligence a leading intelligence agency has released its report on the future impacts of individualism being on the rise. Biologically we cannot escape those innate urges that drive us towards procreation, after-all to procreate is the very essence of any species. However, evolution is creating a dichotomy in the human species one that pushes us to reach our best self and one that continues to drive the procreation narrative.
Especially as a strong independent woman darling, you know how often the primal urges can get in the way of you doing you. Not to mention the fact that as a woman we carry the baggage of many years where women were housewifeing, rather than being out there taking over the world. So how do we start to get our head around a sense of loss from not having met the one or spawned several offspring and accepting this is replaced by the career, travel and friendships that last a lifetime?
Some of the areas that JWT predict will be affected are:
- Family structures; including how children may be born later, alongside being born into a non-traditional family setup (including those who want to have children without a partner) and how responsibility is starting to lie equally with each partner.
- Finances and how singles take pride in their financial freedom, which is directly impacted by not having a family, including living on your own and what indeed you may choose to spend your money on e.g. less Next sofa cushions and more real-life endeavours.
- Travel and how many more singletons are being able to fall in love with their wanderlust passion and what sort of escapes they are looking for. These won’t be your average trip to Benidorm with TUI holidays, but more upmarket spa retreats in Vietnam, because why not darling?
- Dining as a singleton; you may be all too familiar with the shocked look in the restaurant when you advise you only require a table for one. As a wine and fine dining connoisseur darling, I am sure you appreciate how making singletons more welcome is a missed opportunity. I have many friends who won’t dine out on their own due to this culture of dining being for two.
- Housing, this is a biggy with individualism not only meaning singledom, but also the rise of freelancers and start-ups. The housing market within the UK actively ostracises those who are single and freelance, they really need to get ahead of the times.
- Older generations are also set to look phenomenally different with people not having children to sort out care and many living alone, this could be a huge driver for the importance of community.
- Work; long gone are the days of your dad who stayed in his stable job for 20 years. We now expect freedom, discretion and react competitively to get what we are worth rather than waiting. This has given rise to more freelancers, permalancers, self-employed folk, start-ups and whatever other names you can think of. Alongside this, we are seeing people flock to coworking spaces to get back their sense of community and camaraderie.
The influx of the individualist is, therefore, bringing with it a whole new set of values and so societal issues requiring change. Tradition is out the window and being you, being independent, being single, changing career, co-habiting, being open sexually and connecting in more ways than ever before should be at the forefront of any business planning.
Individualists or singletons are here to stay and the world needs to adapt, including the men of the world darling. Interestingly perhaps one of the shifts we are seeing in the sexes is a rise of fierce women becoming too much for the men of the world who haven’t caught up yet. I am sure I am not the only one to have met one of these said individuals who found the thought of me providing for him to be far too emasculating, don’t worry I am now free of those chains.
Whichever way you look at it darling the winds of change are in action, so harness your female potential and get ahead of the tidal wave because ten years from now what we have put in today will make all the difference.