Future Thinking

Individualism

1

Individualism

Future Thinking Report

By Victoria Douglas N0737428 Word Count: 3289

Contents Aims and Objectives 6-7 Methodology 8-9 Introduction 10-11

What is Individualism? 12-13 Evolution 14-15

Trend Drivers 16-25 Digital Obsessed World (18-19) Staying Single (20-23) A Desire for Self-fulfilment (24-25)

Industry Implications 26- 37 Finance (26-27) Fashion (30-33) Travel (34-37)

Lifestyle 38-43 The End Of Labels (40-43)

Future recommendations (44-51) The Self Chosen Individual (46-47) The End of Physical Connection (4849) Authenticity of Brands (50-51)

Conclusion 52-53

Referencing 56-57 References (56-58) Bibliography (58-61) Image referencing (62-64) Appendix 1-3 (65-67)

AIMS AND OBJECTIVES This report aims to establish the trend Individualism and show potential futures and possibilities. The research conducted from this will be a springboard for Stage 1; evaluating the trends origin, its impact on consumers and its influence across different industries.

• Using reliable secondary sources to gain insight of the trend.

• Establishing consumers opinion and behaviour through the use of professional statistics and quotes.

• Evaluate research to make strong recommendations to follow through to stage 1.

6

METHODOLOGY

The research conducted in this report includes a wide-ranging exploration of reliable secondary sources to develop consistent insights. These resources have allowed an industry prospective to be determined; as through looking at viewpoints in a selection of sectors a broad understanding has been recognized. The examples of sources include LS: N Global, Trend One and Future Lavatory as well as journals, books and online professional articles. All these sources have offered effective data that has helped when analysing different industries and creating recommendations.

LIMITATIONS! Limitations to the research is the lack of qualitative and quantitative primary research; as without this it restricts the opportunity to understand consumers opinions and thoughts first-hand. A way of overcoming this restriction, has been to identify consumer behaviour through sources such as Euromonitor. This source provides valid statistics on current consumer behaviour now and what is predicted in the future. A variety of primary research will be carried out during stage one to assess validity of the recommendations.

8

INTRODUCTION “There’s an increasing desire for younger generations to establish themselves as an ‘individual’. To carve out their own unique identity, follow their dreams and be different” (Mcknight,2018).

This perspective of individualism showcases the rising interest of individuality and the demand for individuals to follow aspirations. Professionals suggest that the trend is being driven by the younger Generation such as ‘Gen Z’ and ‘Alphas’. This indicates that society is now only becoming accepting of individualism.

As this report details, there will be an exploration into the macro trend ‘Individualism’ and its influence over consumers. It will explore how the trend has become to be a global influence and industry examples will be shown. To close the report viable recommendations will be considered. These recommendations have been aligned with the challenges and threats that the trend is experiencing.

10

Individualism focuses around the idea that an individual life belongs to themselves and that the they have the right to live it the way they want to. As well as this they can act on own’s judgement and pursue decisions of their choosing (Biddle,2012).

In present time the trend focuses around the individuals need to express their selves, and where distinctive views and actions are commended. There is also a focus on personal development in reaching goals instead of being normalised in the mass market

“ �

This trend has grown massively with the rise of Millennials and Generation Z not wanting to define themselves through one stereotype, but instead wanting to shape their individual Identities over time (Francis,2018). There are various different examples of how a consumer can be individual but most known is through gender, sexuality, appearance and selfexpression.

12

What is Individualism?

The Individualism & Expression mega-trend encompasses consumers' desire to be true to themselves without the pressure to follow traditional cultural and societal norms."

Market watch 2018

TREND EVOLUTION

Women Get The Vote

Sex Discrimination Act

1928

1975

The ‘Girl Power’ movement made strives in fenisim culture. Seen in music and independent films. #FEMINISM

A new decade of identity.

After seen female prime minster’s and Freddie Mercury outdated sexuality this era promised hope and change

1990’s

2000’s

1954

1980’s

Civil Rights Movement

A new era where love and self expression is just starting to be recognised

Launch of Dating app ‘Tinder’

Invention of Social Media

‘Equality Act’ passes for equal opportunity in the work place

14

2018

2012

2010

1997

Prince Harry marries American Actress Meghan Markle, something the monarchy has never done before.

2013 Same Sex Marriage Legislation

2019 Over 30 million social media account holders in the UK.

TREND DRIVERS

16

A DIGITALLY OBSESSED WORLD Today over 3.5 billion of the world’s population are online; meaning that one in three people in the world are internet users (World Data, 2019). The internet allows us to connect to everyone without even having to leave the house, offering opportunities to develop new relationship types through social media platforms; such as Facebook and connection apps like Tinder and Bumble. Social media is an opportunity to create your own narrative, as individuals can share exactly what they want the world to see; thus, allowing consumers to brand themselves and be whoever they want to be online.

Digital Connection As identified in Appendix 2 humans have a need for connection and affection (MaxNeef's,1986), they have an overwhelming desire to feel liked and loved. As technology has developed over the decade the change in relationship has now reformed from physical to digital. “Matchmaking services are digital intermediaries of human relationships for all aspects of life” (Trend One, 2019). The effect of this has led to relationships that are created and are that only exist online. A reason behind the change is the internet is seen as a convenience to consumers as the 24/7 access enables them to never have a missed meeting or conversation.

The Perks Digital platforms allow consumers to discover connections before setting eyes on each other. Having control of your dating life on your phone gives consumers independence as now they can express what they want and desire. There are no boundaries of age, gender, love or religion as we now enter an age where the decision is fully in the consumer’s hands. With the rise in technology, apps have become the new normal; most things can now be bought or used through the internet making consumers more attached to their screens.

Digital connectivity has provided visibility of different lifestyles concepts, with the rise of social media it has allowed identity to become flexible and commended for.

18

SINGLE LIVING It is evidenced that in the UK 1 in 4 people are predicted to be single their whole lives (Houghton, 2019). Primarily being single has always been a temporary state; with consumers waiting for a partner or to be married. Today we see that desire has shifted with more individuals choosing to be single by choice. Depaulo (2017) explains that being single is a lifestyle choice with positive benefits; more consumers are now realising this and deciding to postpone relationships.

Deciding to stay single is driving individualism as now consumers are choosing independence and discovering who they are as an individual than who they are as a couple. ‘Going Solo’ author Klingenberg discussed women in correlation to the trend stating, “Women have more financial independence than ever before and are using it to live alone and be self-reliant” (2012). This is an insight of women wanting more liberation and choosing career prospects and selfreliance over being someone’s girlfriend or wife.

“

Young Women are delaying marriage to get an education first.

20

(Office for National Statistics 2019)

”

“

The uncoupling of society means there is more emphasis on the individual than ever. Brands need to focus less on couples and more on individuals, and their many emotionships, as that is where the future of relationships lies.

(HOUGHTON,2019)

”

THE FUTURE IS SINGLE !

It is predicted by “2030 single person households will see the faster growth than any other population alone” (Euromonitor, 2017). This shows that consumers behaviour is shifting from beliefs and goals decades ago, and the future is to be individual and separate. For brands to succeed there is a desire for this to be recognised for consumers so that advertising and products fit to the new demographic the uncoupled.

SELF SUFFIENCEY IS THE NEW SECRUITY. With the result of marriage declining and the rise of singlism, the new type of security a consumer can find is within one’s self. Before, marriage and a title were power and safety for a person, whereas now control and guarantee is felt by self-sufficiency. Individuals have become the new security as independence has paved the way for feeling in control. Its expressed that the more self-sufficient a person becomes the happier they feel (Foroux,2016).

22

STAYING SINGLE

A DESIRE FOR SELF-FULFILMENT Maslow Hierarchy of Needs (Appendix 1) is a human motivation theory. It is a five-tier model of human needs and explains that needs lower the hierarchy must be satisfied, before individuals can attend to higher up (McLeod, 2018). When looking at the individualism trend it’s clear that there is strong connection to the ‘selfactualization’ and ‘Esteem’ tier.

SELF ACTUALISATION Self-Actualisation within the model has the definition ‘A desire to become the most that one can be’ (Mcleod,2018). This demonstrates that there is a need for an individual to reach their fullest potential. This shows a close relation to the trend as now more people are not satisfied without becoming their true selves; displaying who they are as person physically or personal branding themselves digitally. It as well explains how individualism has a connection between psychological needs; as now people are adopting individualistic nature because of their human desire.

ESTEEM The Esteem Tier discusses the “feeling of accomplishment” (Maslow,1943), which can be understood achieving 3 basic human needs in McLeod (2018) analysis; freedom, strength and self-confidence. Individuality and independence are helping to achieve these needs as a consumer will feel self-confident and free by doing things independently, as well as achieving strength through the ability to be completely in charge of their life decisions. Thus, shows the importance of individuality in correlation to human needs.

24

Industry Implications

26

Finance Sector

The Growth of Female Wealth One key change in the finance sector is the rise of women’s wealth through the influence of gender equality. Davis (2018) establishes that women’s wealth has grown over the 20th century and today holds around 40% of global wealth. Lifestyle changes are the catalyst for women’s wealth with them now having more education and career opportunities than ever before. Laws such as the ‘Equality Act 2010’ and ‘Sex Discrimination Act 1975’ have enabled this to happen. The growth of Individualisation progressed the battle of gender equality; this allowed new discussions based around female wealth and possession. The CEO of Barclays stated, “Women have more financial power than ever before, with more than 60% of the UK’s wealth expected to be in their hands by 2025” (2019). Consumers are now focusing more on basic human needs such as self-improvement and identity. Women are establishing who they are as an individual and how they can be better. Brands now must move away from targeting males as the head of the household; but consider the new demographic the working women.

“ 28

Women hold 40% of Global Wealth.

(Davis, 2018)

”

FASHION Fashion is another sector to be influenced by the growth of individualism. Now many brands are encouraging consumers to be self-expressing in their clothing and beauty. A recent example was fashion retailer ‘Missguided’; who have had various campaigns that promote diversity in the fashion industry. With the #KEEPBEINGYOUMOVEMENT the brand aimed to promote selfconfidence and to love your skin. “Were on a mission to inspire babes to love themselves for themselves, to embrace flaws your flaws and to not strive what the world sees are perfection” (Missguided,2019). This is just one of the many examples of what brands are now doing in order to change the fashion industry for the better. More consumers are wanting to be individual and now there is more acceptance and approval which shows how the industry is evolving from the trend.

Not only are brands being inclusive in their messaging, companies are wanting consumers to feel acceptive of their body size. The aim is to make everyone feel wanted and included with offering sizes for all shapes and body types. It is explained by Givhan (2017) that the fashion industry has finally opened its doors to people of all colour, size and gender. But most importantly the industry is finally talking about diversity and learning from mistakes.

30

The End of family stereotypes in advertising River Islands recent campaign’s and clothing range has recently been praised by the media. The brand has recently promoted diversity in their company message and the power of personal uniqueness and individuality.

The recent #ThisIsFamily campaign centralized around different types of family’s today. It captured family’s that were same sex, bilingual, and disabled. Quoted on the company website “It’s not about the DNA we share but the life, laughs and experiences. Biological or chosen, the modern family comes in all shapes and sizes and were here for it” (2019). This example show’s how fashion is now moving away from the typical nuclear family and heterosexual couples, that have always been targeted in advertising; but looking to who families are now in 2019. Research from AdAge states that now “one third of families in the UK are now traditional nuclear” (Jardine,2019), showing the importance that brands must portray diversity in the media and on the high street. Consumers now feel connected to brands who represent more than just a product but promote a message research found that “73% of consumers responded better to brands that display corporate responsibility, believing companies should do more” (Gilliland,2018). This is having an impact for brands now having to get behind this or fail.

DIVERSITY IN FASHION

32

Travel Industry ME,MYSELF AND I In the travel industry a key driver is the popularity of traveling alone. An article on Solo Traveller World confirmed that “Solo Traveller’s newsletter grew from 35,000 to 46,000 which is up from 25,500 at the beginning of 2017. That's an 80% increase over two years”. In the past any sort of advertisement or planned holiday would have been done with a family or a partner. Today there is huge popularity for individuals choosing to self-travel and discover new places around the world, “More people are choosing to take a holiday by themselves because they don’t want to compromise on where they go and what they do” (Walker,2018). Stigma about the choice to travel alone is also shifting as more consumers admit that its self-preference; instead of not having anyone to go with.

A NEW INCLUSIVE WORLD An example of the industry diversity is the growth of LGBT+ tourism market. This year it was recorded to have over “23 million LGBT customers in Europe” (Future Forecast,2019). The hospitality sector is looking to become more inclusive than ever opening tourism specifically designed for the LGBT community to feel welcome, comfortable and safe. A report on CNN specified that “For lesbian, gay, bisexual and transgender travellers, a welcoming place to stay is perhaps the single-most important element of planning a trip”. With the world moving more towards individual’s self-expression its importance for brands to reflect this acceptance and become more welcoming for their consumers.

34

IS INCLUSIVTY REALLY BEING MET? However, it can be argued that agents and companies are not doing enough to support travel diversity.

An interview conducted on LS: N Global between a polyamorous couple explained “I would like advertising to be more platonically focused. My best friend is the most important person in my life.

I always think about adverts for holidays. If I go away, I do so with my friend. And I would like to see that shown in travel advertising” (2019). This demonstrates just a snippet of consumers opinions on how travel has yet to develop. Brands need to move forward as individualism becomes more of an importance in people’s lives.

“

I don’t feel represented in any way by heteronormativity – I’m non-monogamous, queer and aromantic. I would like advertising to be more platonically focused especially in travel and lifestyle.

(Friend,2019)

”

36

CONSIDER EVERYONE

LIFESTYLE

38

“

THE END OF LABELS

At a fundamental level, labels are incredibly simplistic, and they hold us back.

(Kramer,2019)

”

MAKING OUR OWN NARRATIVE The unimportance of labels today has become a lifestyle impact of the individualism trend; consumers are now deciding to ditch defining themselves with labels in terms of gender and relationships. It was stated by Dr Machin that “This Generation approaches a lot of things more flexibly” (2018). This can be seen with the increase of gender types becoming apparent such as ‘A Gender’ and ‘Bigender’, whereas relationships are differentiating to being ‘Polyamorous’ and ‘Casual’.

This is explaining as society progresses consumers are being expressive in who they are and moving away from just being one thing or what was stereotyped as normal. Society has now become more accepting and encouraging to this which is why the impact is growing. Brands are now reacting to this lifestyle effect with diversifying in many industry’s such as fashion, beauty and health to make consumers feel more inclusive.

40

PROGRESSION In fashion and beauty there is now more of an extensive range to getting products for both sexes as now more brands offer this option to consumers in comparison to 10 years ago.

With the rise in different gender types consumers are becoming more knowledgeable to the point it is being discussed in schools to make the next generation more aware and informed.

We now enter a new society where individualistic thoughts and actions are more powerful and impactful. From this impact the individualism trend is hitting “Early Majority� on the adoption of innovation curve (appendix 2), as brands are now starting to react to consumers need to be individual and is progressively growing.

42

END TO LABELS

THE FUTURE

44

THE SELF CHOSEN INDIVIDUAL The trend driver ‘Staying single’ highlights the consumer desire to embrace their individuality through their independence, opting to stay single through choice instead of circumstance. Looking to the future, different industries will need to acknowledge this and put procedures in place to make it easy for consumers. LS: N states that “Single people have to be self-sufficient and want brands to make their lives easier”(2019). Opportunities to create affordable support system that will act to be their companion and reassurance. An example of how an industry will be implemented is the food industry; the change will be offering meals and portion sizes that are designed for a single-person household. This change will not only help eliminate waste but will also rejoice the consumer buying it. In terms of housing and finance the rise of female wealth has already started the shift in women’s empowerment to live alone. As this progress’s mortgages and finance for a solo house owner will need to become more apparent and accepted instead of being stereotyped mainly for a couple. Looking to the future of the workplace the growth of single occupants will start to have an effect. Businesses will need to change how they offer benefits to staff who desire work life balance because of children and who wish to seek it for their selves (LS: N,2019). The future holds diverse opportunities for individuals and for industries a lot to consider.

“The uncoupling of society means there is more emphasis on the individual than ever. Brands need to focus less on couples and more on individuals, and their many emotion ships, as that is where the future of relationships lies.”

46

(Houghton,2019)

THE END OF PHYSICAL CONNECTION LETS NOT MEET UP The growth of social media and dating websites will also dictate the future in the way consumers meet and communicate with others. Looking at dating websites and apps like ‘Tinder’ and ‘Bumble’ they have become ways that individuals can feel confident and comfortable choosing matches based on their own likes and individual choices. Fetters (2018) explains that tinder has become an “endless virtual marketplace where singles could shop for each other (like an Amazon for human companionship). This shows a future where relationship will now be created and maintained physically.

Millennials and Gen Z now have a voice and choice in steering their relationship path, in comparison to meeting unexpectedly 30 years ago. Natural human connections will be lost and instead replaced with dictated human encounters.

TECH DRIVEN WORLD The digitally obsessed world driver has shifted consumers to become heavily reliant on their devices; making it clear that they will have a strong influence in the future.

As discussed in the driver the digital world is driving consumers to use their mobile devices for everything from shopping, to developing personal profiles to making new friendships and relationships. Different industry sectors are becoming increasingly connected to the world of digital such as homes, hospitals, cars and factories (Antonysamy,2018).

As time progress the use of digital technology will be seen in everything such as self-service in stores to robots in factories.

With the advancements growing in technology is there a need for a human work force when the perfect one can be created?

48

AUTHENTICITY OF BRANDS TREND FOLLOWER OR SETTER? The diversity in fashion and inclusivity in travel sections discussed how far different industries have come to being inclusive and diverse to everyone. As stated, individualism is only at ‘early majority’ of the diffusion curve showing in the future more brands will adapt to the trend as it grows bigger. However, the consequences showed that more brands are understanding that consumers are attracted and attached to brands who offer a message. As trends can dictate a consumer buying power its now hard to distinguish brands authenticity and businesses who are jumping on the bandwagon. In fashion it has been seen with brands now choosing to not photoshop any models to promote self-love such as ‘Pretty Little Thing’ and ‘Missguided’. However, this only came after backlash from consumers who wanted to see real models in the clothes, they buy instead of a photoshopped fake model.

Brands in the future in all industries will need to establish their own values and message to attract their target consumer, a brand cannot be everything to everyone and must distinguish what best suits them (Joesph,2017). As consumers grow tired of fakes and can easily spot genuineness through social media.

50

This report has looked into the macro trend individualism and shown the increasing importance it has in consumers lives. The trend is freeing individuals from boundaries which include gender, sexuality and sexism. It is driving the notion for individuals to have self-expression in their everyday lives and showing flexibility of identity in 2019. Brands are now more than ever accepting and encouraging this trend to consumers through advertisements and social media. However, it has touched upon the hardship for consumers who are still not being targeted and feeling isolated by the media, thus showing the need for future innovation in all sectors. As stated in the report the trend seems in early majority stage (Appendix 3) showing room for progression and growth in the future. The Future perspectives established in this report will act as a starting point for stage one and will be explored in more depth making more predictions and recommendations.

CONCLUSION

52

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.

ETHICS CLAUSE

SIGNED: Vicky Douglas DATE: 07/11/19

54

REFERENCES Antonysamy, F., 2018. The Future Is All About Being Connected – through Digital [online]. Cognizant Digital Blog. Available at: https://digitally.cognizant.com/future-connected-digital-codex3588/ [Accessed November 2019].

Biddle, C., 2012. Individualism vs. Collectivism: Our Future, Our Choice [online]. The Objective Standard.

Available at: https://www.theobjectivestandard.com/2012/02/individualism-collectivism/ [Accessed November 2019].

Davis, J., 2018. Global Wealth Report 2018: Women hold 40% of global wealth [online]. Womens Wealth.

Available at: https://www.credit-suisse.com/about-us-news/en/articles/news-and-expertise/global-wealthreport-2018-women-hold-40-percent-of-global-wealth-201810.html [Accessed October 2019].

Givhan, R., 2017. Fashion is finally figuring out diversity — in ways that actually matter [online]. The Washington Post. Available at: https://www.washingtonpost.com/lifestyle/style/fashion-is-finally-figuring-out-diversity--in-ways-that-actually-matter/2017/09/06/a16333a6-88f0-11e7-a94f-3139abce39f5_story.html [Accessed November 2019].

Houghton, L., 2019. Uncoupled Living [online]. LS:N Global. Available at: https://www.lsnglobal.com/macro-trends/article/23703/uncoupled-living [Accessed November 2019].

Jardine, A., 2019. River Island’s print ads celebrate diverse, different families [online]. AdAge. Available at: https://adage.com/creativity/work/river-island-family/971936 [Accessed November 2019].

Jones, A., 2018. No label dating: can you have love without commitment? [online]. BBC. Available at: https:// www.bbc.co.uk/bbcthree/article/85bb8eee-8339-4c30-8af2-6019cd916fe9 [Accessed October 2019].

Joseph, J., 2017. You Can’t Be Everything for Everybody, So Stop Trying [online]. Entrepreneur Europe.

Available at: https://www.entrepreneur.com/article/300461 [Accessed November 2019].

DePaulo, B., 2017. The Badass Psychology of People Who Like Being Alone.[Book] CreateSpace Independent Publishing Platform. [Accessed October 2019]

Klingenberg, E., 2012. Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone. [Book] Gerald Duckworth & Co. Ltd. [Accessed October 2019]

Euromonitor, 2017. Households in 2030: Rise of the Singletons [online]. Euromonitor International. Available at: https://blog.euromonitor.com/households-2030-singletons/ [Accessed November 2019].

Kramer, B., 2019. Why It’s Time To Stop Labeling Ourselves And Those Around Us [online]. Forbes. Available at: https://www.forbes.com/sites/forbescoachescouncil/2019/05/21/why-its-time-to-stop-labeling-ourselves-and-those-around-us/#7c1f7c28433d [Accessed November 2019].

Fetters, A., 2018. The Five Years That Changed Dating [online]. The Alantic. Available at: https://www. theatlantic.com/family/archive/2018/12/tinder-changed-dating/578698/ [Accessed November 2019].

Foroux, D., 2016.

Self-Reliance Is The Secret Sauce To Consistent Happiness [online]. Medium. Available at: https://medium. com/darius-foroux/self-reliance-is-the-secret-sauce-to-consistent-happiness-51b2a2288a2e [Accessed October 2019].

Francis, L., 2019. How women's rising wealth is reshaping the global economy [online]. Barclays. Available at: https://privatebank.barclays.com/news-and-insights/womens-rising-wealth/ [Accessed October 2019].

Francis, T., 2018. ‘True Gen’: Generation Z and its implications for companies [online]. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/ true-gen-generation-z-and-its-implications-for-companies [Accessed October 2019].

Friend, H., 2019. The Uncoupled [online]. LS:N Global. Available at: https://www.lsnglobal.com/tribes/article/23781/the-uncoupled-1 [Accessed October 2019].

Future Forecast, 2019. Future Forecast 2019: The top 50 consumer trends you need to know about. [online]. The Future Laboratory. Available at: https://www.thefuturelaboratory.com/future-forecast-2019-report [Accessed October 2019].

Gilliland, N., 2018. Five brand campaigns that took a stand on social issue [online]. Econsultancy. Available at: https://econsultancy.com/five-brand-campaigns-that-took-a-stand-on-social-issues/ [Accessed October 2019].

56

Market Watch, 2018. TrendSights Overview: Individualism & Expression - Exploring the impact the Individualism & Expression mega-trend has on innovation [online]. Market Watch. Available at: https://www.marketwatch.com/press-release/trendsights-overview-individualism-expression---exploring-the-impact-the-individualism-expression-mega-trend-has-on-innovation-across-the-fmcg-space-2018-11-12 [Accessed November 2019].

Mcknight, K., 2018. The Global Rise of Individualism [online]. Illume Stories. Available at: https://www. illumestories.com/2018/03/individuality-a-global-phenomenon/ [Accessed October 2019].

McLeod, S., 2018. Maslow’s Hierarchy of Needs [online]. Simply Psychology. Available at: https://www.simplypsychology.org/maslow.html [Accessed November 2019].

MISSGUIDED, 2019. #KEEPONBEINGYOUMOVEMENT [online]. Missguided. Available at: https://www. missguided.co.uk/campaign/make-your-mark [Accessed November 2019].

Office for National Statistics, 2019. Milestones: journeying into adulthood [online]. Office for National Statistics. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/articles/milestonesjourneyingintoadulthood/2019-02-18 [Accessed October 2019].

Riverisland, 2019. This Is Family [online]. River Island. Available at: https://www.riverisland.com/inspiration/ blog/this-is-family [Accessed October 2019].

Roser, M., 2019. Internet [online]. Our World Data. Available at: https://ourworldindata.org/internet [Accessed November 2019].

Skift, 2018. Understanding Travel’s Personalization Revolution [online]. Skift. Available at: https://skift. com/2018/04/27/understanding-travels-personalization-revolution/ [Accessed October 2019].

Francis, L., 2019. How women's rising wealth is reshaping the global economy [online]. Barclays. Available at: https://privatebank.barclays.com/news-and-insights/womens-rising-wealth/ [Accessed October 2019].

Solo Traveler World, 2019. Solo Travel Statistics and Data : 2018 – 2019 [online]. Solo Traveler World. Available at: https://solotravelerworld.com/about/solo-travel-statistics-data/ [Accessed November 2019].

Francis, T., 2018. ‘True Gen’: Generation Z and its implications for companies [online]. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/ true-gen-generation-z-and-its-implications-for-companies [Accessed October 2019].

Trend One, 2019. Matchmaking Services [online]. Trend One. Available at: https://www.trendone.com/en/ trend-universe/macro-trends/macro-trend-detail/matchmaking-services.html [Accessed November 2019].

Walker, P., 2018. Solo travel is on the rise, and it’s no longer defined by relationship status [online]. The Telegraph. Available at: https://www.telegraph.co.uk/travel/news/rise-of-solo-travel/ [Accessed November 2019].

BIBLIOGRAPHY Antonysamy, F., 2018. The Future Is All About Being Connected – through Digital [online]. Cognizant Digital Blog. Available at: https://digitally.cognizant.com/future-connected-digital-codex3588/ [Accessed November 2019].

Bain, A., 2018. Single Girl Problems; why being single isn’t a problem to be solved. [Book] Toronto: Dundurn.

Bello, M., 2018. Explained:Monogamy.[Documentary] Netflix:.

Biddle, C., 2012. Individualism vs. Collectivism: Our Future, Our Choice [online]. The Objective Standard. Available at: https://www.theobjectivestandard.com/2012/02/individualism-collectivism/ [Accessed November 2019].

Chauvin, K., 2019. The best LGBT-friendly hotels [online]. CNN Travel. Available at: https://edition.cnn. com/travel/article/best-lgbtq-friendly-hotels/index.html [Accessed October 2019].

Davis, J., 2018. Global Wealth Report 2018: Women hold 40% of global wealth [online]. Womens Wealth.

Available at: https://www.credit-suisse.com/about-us-news/en/articles/news-and-expertise/global-wealthreport-2018-women-hold-40-percent-of-global-wealth-201810.html [Accessed October 2019].

DePaulo, B., 2017. The Badass Psychology of People Who Like Being Alone . CreateSpace Independent Publishing Platform.

Dykstra, K., 2018. Why You Should Feel Empowered By Your Singleness [online]. BOLDE. Available at: https://www.bolde.com/feel-empowered-singleness/ [Accessed November 2019].

Euromonitor, 2017. Households in 2030: Rise of the Singletons [online]. Euromonitor International.

Available at: https://blog.euromonitor.com/households-2030-singletons/ [Accessed November 2019].

Fetters, A., 2018. The Five Years That Changed Dating [online]. The Alantic. Available at: https://www. theatlantic.com/family/archive/2018/12/tinder-changed-dating/578698/ [Accessed November 2019].

Foroux, D., 2016.

Self-Reliance Is The Secret Sauce To Consistent Happiness [online]. Medium. Available at: https://medium.com/darius-foroux/self-reliance-is-the-secret-sauce-to-consistent-happiness-51b2a2288a2e [Accessed 58 October 2019].

Friend, H., 2019. The Uncoupled [online]. LS:N Global. Available at: https://www.lsnglobal.com/tribes/article/23781/the-uncoupled-1 [Accessed October 2019].

Future Forecast, 2019. Future Forecast 2019: The top 50 consumer trends you need to know about. [online].

The Future Laboratory. Available at: https://www.thefuturelaboratory.com/future-forecast-2019-report [Accessed October 2019].

Gee, R., 2017. The representation of women in advertising hasn’t improved in a decade [online]. MarketingWeek. Available at: https://www.marketingweek.com/representation-women-ads/ [Accessed October 2019].

Gilliland, N., 2018. Five brand campaigns that took a stand on social issue [online]. Econsultancy. Available at: https://econsultancy.com/five-brand-campaigns-that-took-a-stand-on-social-issues/ [Accessed October 2019].

Givhan, R., 2017. Fashion is finally figuring out diversity — in ways that actually matter [online]. The Washington Post. Available at: https://www.washingtonpost.com/lifestyle/style/fashion-is-finally-figuring-out-diversity--in-ways-that-actually-matter/2017/09/06/a16333a6-88f0-11e7-a94f-3139abce39f5_story.html [Accessed November 2019].

Hosie, R., 2017. Tinder Update allows users to focus on looks without being distracted by personality. [online]. The Independant. Available at: https://www.independent.co.uk/life-style/love-sex/tinder-update-looks-pictures-not-personality-bio-dating-app-shallow-appearance-a7986796.html [Accessed October 2019].

Houghton, L., 2019. Uncoupled Living [online]. LS:N Global. Available at: https://www.lsnglobal.com/macro-trends/article/23703/uncoupled-living [Accessed November 2019].

Jansen, M., 2019. The best dating apps for 2019 [online]. Digital Trends. Available at: https://www.digitaltrends.com/mobile/best-dating-apps/?fbclid=IwAR1fxErnK1xZ16B9IOzQrmfYW8d8d8BnpWtNFZNwtcTWH5PagzzKinnNka [Accessed November 2019].

Jardine, A., 2019. River Island’s print ads celebrate diverse, different families [online]. AdAge. Available at: https://adage.com/creativity/work/river-island-family/971936 [Accessed November 2019].

Jones, A., 2018. No label dating: can you have love without commitment? [online]. BBC. Available at: https:// www.bbc.co.uk/bbcthree/article/85bb8eee-8339-4c30-8af2-6019cd916fe9 [Accessed October 2019].

Joseph, J., 2017. You Can’t Be Everything for Everybody, So Stop Trying [online]. Entrepreneur Europe.

Available at: https://www.entrepreneur.com/article/300461 [Accessed November 2019].

Kaufman, J., 2018. A Sign of ‘Modern Society’: More Multiracial Families in Commercials [online]. The New York Times. Available at: https://www.nytimes.com/2018/06/03/business/media/advertising-multiracial-families.html [Accessed October 2019].

Khanuja, K., 2017. SELF EXPRESSION: The new currency in fashion [online]. LinkedIn. Available at: https:// www.linkedin.com/pulse/self-expression-new-currency-fashion-kanika-khanuja [Accessed October 2019].

Klingenberg, E., 2012. Going Solo: The Extraordinary Rise and Surprising Appeal of Living Alone. Gerald Duckworth & Co. Ltd. Kramer, B., 2019. Why It’s Time To Stop Labeling Ourselves And Those Around Us [online]. Forbes. Available at: https://www.forbes.com/sites/forbescoachescouncil/2019/05/21/why-its-time-to-stop-labeling-ourselves-and-those-around-us/#7c1f7c28433d [Accessed November 2019].

Lacoviello, V., 2019. Collectivism and Individualism in Status Hierarchies: Socialization and Social Identity Explanations [online]. International Review of Psychology. Available at: https://www.rips-irsp.com/articles/10.5334/irsp.285/ [Accessed October 2019].

Market Watch, 2018. TrendSights Overview: Individualism & Expression - Exploring the impact the Individualism & Expression mega-trend has on innovation [online]. Market Watch. Available at: https://www.marketwatch.com/press-release/trendsights-overview-individualism-expression---exploring-the-impact-the-individualism-expression-mega-trend-has-on-innovation-across-the-fmcg-space-2018-11-12 [Accessed November 2019].

Matsangou, E., 2018. The rising popularity of solo travel [online]. Business Destination. Available at: https:// www.businessdestinations.com/featured/the-rising-popularity-of-solo-travel/ [Accessed November 2019].

Mcknight, K., 2018. The Global Rise of Individualism [online]. Illume Stories. Available at: https://www. illumestories.com/2018/03/individuality-a-global-phenomenon/ [Accessed October 2019].

McLeod, S., 2018. Maslow’s Hierarchy of Needs [online]. Simply Psychology. Available at: https://www.simplypsychology.org/maslow.html [Accessed November 2019].

MISSGUIDED, 2019. #KEEPONBEINGYOUMOVEMENT [online]. Missguided. Available at: https://www. missguided.co.uk/campaign/make-your-mark [Accessed November 2019].

Office for National Statistics, 2019. Milestones: journeying into adulthood [online]. Office for National Statistics. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/articles/milestonesjourneyingintoadulthood/2019-02-18 [Accessed October 2019].

Riverisland, 2019. This Is Family [online]. River Island. Available at: https://www.riverisland.com/inspiration/ blog/this-is-family [Accessed October 2019].

Roser, M., 2019. Internet [online]. Our World Data. Available at: https://ourworldindata.org/internet [Accessed November 2019].

Skift, 2018. Understanding Travel’s Personalization Revolution [online]. Skift. Available at: https://skift. com/2018/04/27/understanding-travels-personalization-revolution/ [Accessed October 2019].

Solo Traveler World, 2019. Solo Travel Statistics and Data : 2018 – 2019 [online]. Solo Traveler World. Available at: https://solotravelerworld.com/about/solo-travel-statistics-data/ [Accessed November 2019].

The Economist, 2018. The new face of wealth and legacy: How women are redefining wealth, giving and legacy planning [online]. Wealth Manager. Available at: https://www.rbcwealthmanagement.com/gb/en/ research-insights/the-new-face-of-wealth-and-legacy-how-women-are-redefining-wealth-giving-and-legacyplanning/detail/ [Accessed October 2019].

Trend One, 2019. Matchmaking Services [online]. Trend One. Available at: https://www.trendone.com/en/ trend-universe/macro-trends/macro-trend-detail/matchmaking-services.html [Accessed November 2019].

Walker, P., 2018. Solo travel is on the rise, and it’s no longer defined by relationship status [online]. The Telegraph. Available at: https://www.telegraph.co.uk/travel/news/rise-of-solo-travel/ [Accessed November 2019].

ILLUSTRATIONS River Island,(2018) Diversity Campaign (ONLINE) Avaliable at: https://ivylee.nl/tag/river-island/. (Accessed October 2019) Gay,(2018),The Body Beautiful Image 1 (ONLINE) Avaliable at: https://nylon.com/articles/ roxane-gay-nylon-february-2018-cover. (Accessed October 2019)

Unknown,(2019), Broken Heart Icon (ONLINE) Avaliable at: https://www.kissclipart.com/ broken-heart-icon-png-clipart-computer-icons-love-onvq1d/ (Accessed October 2019)

LS:N Global,(2019), Uncouple Photography (ONLINE) Avaliable at: https://www.lsnglobal. com/macro-trends/article/23703/uncoupled-living (Accessed October 2019)

Gay,(2018),The Body Beautiful Image 2(ONLINE) Avaliable at: https://nylon.com/articles/ roxane-gay-nylon-february-2018-cover. (Accessed October 2019)

ASOS,(2017), Go Play Campaign Image 4 (ONLINE) Avaliable at: https://www.infringe.com/ go-play/ (Accessed November 2019)

ASOS,(2017), Go Play Campaign Image 1 (ONLINE) Avaliable at: http://www.davidreviews. tv/Work/ASOS_Go_Play/ (Accessed November 2019)

ASOS,(2017), Go Play Campaign Image 2 (ONLINE) Avaliable at: (https://www.pinterest. co.uk/pin/590182726142323323/?lp=true (Accessed November 2019)

SCIEPRO,(2018), Virtual Human Brain (ONLINE) Avaliable at: https://www.infringe.com/ go-play/ (Accessed November 2019)

Girlfriend Collective,(2018), Gym Diversity Collection (ONLINE) Avaliable at: https://medium.com/collide/52-mission-led-female-founded-startups-we-love-right-now-3630b780d052 (Accessed November 2019)

ASOS,(2017), Go Play Campaign Image 3 (ONLINE) Avaliable at: https://kimgasi.pw/ asos-skincare.html (Accessed November 2019)

Unknown,(2019), Girl Power (ONLINE) Avaliable at: https://www.pinterest.co.uk/ pin/782078291523293774/?lp=true (Accessed November 2019)

Cavallari, (2015), Digital Obsessed Consumer (ONLINE) Avaliable at: https://notablelife. com/photographers-depict-phones-sucking-the-soul-from-viewers/?fbclid=IwAR0n8w8fBpJidkl7HBAXjxwA3n2JJEOJiNSYGydhFIHo-S37XHmklBxq1io (Accessed November 2019) Tinder,(2019), Tinder University Campaign (ONLINE) Avaliable at: https://www.lsnglobal. com/ (Accessed October 2019) Unknown,(2019), 24/7 Icon (ONLINE) Avaliable at: https://icon-library.net/ar-argentina-flag-icon_3581.html (Accessed October 2019) Unknown,(2019), Shopping Bag Icon (ONLINE) Avaliable at: https://www.iconfinder.com/ icons/3006506/bag_gift_shop_shopping_icon (Accessed November 2019) Unknown,(2019), Heart Ikon (ONLINE) Avaliable at: https://notablelife.com/photographers-depict-phones-sucking-the-soul-from-viewers/?fbclid=IwAR0n8w8fBpJidkl7HBAXjxwA3n2JJEOJiNSYGydhFIHo-S37XHmklBxq1io (Accessed November 2019) Unkown,(2010), Chat Icon (ONLINE) Avaliable at: https://icon-library.net/pets_1396664. html (Accessed November 2019)

Wieden and Kennedy (2019), Tinder Single Campaign (ONLINE) Avaliable at: https://www. wk.com/work/tinder-single-not-sorry/ (Accessed November 2019)

62

Missguided,(2019), KEEPBEINGYOUMOVEMENT image 1 (ONLINE) Avaliable at: https:// www.missguidedau.com/campaign/keep-on-being-you (Accessed November 2019)

Missguided,(2019), KEEPBEINGYOUMOVEMENT image 2 (ONLINE) Avaliable at: https:// www.missguidedau.com/campaign/keep-on-being-you (Accessed November 2019)

River Island,(2019), #This is Family image 1 (ONLINE) Avaliable at: https://www.riverisland. com/inspiration/blog/this-is-family (Accessed November 2019)

River Island,(2019), #This is Family image 2 (ONLINE) Avaliable at: https://www.riverisland. com/inspiration/blog/this-is-family (Accessed November 2019)

Raffinee,(2018), LGBT Family (ONLINE) Avaliable at: https://www.instagram.com/p/BkIvk8AgbZQ/ (Accessed November 2019)

Wanderlust Magazine,(2019), Solo Traveller (ONLINE) Avaliable at: https://www.wanderlust. co.uk/guides/solo-travel (Accessed November 2019)

Parker,(2019), Family Sign (ONLINE) Avaliable at: https://rainydaymum.co.uk/summer-evenings-family-fun-ideas-with-young-kids/(Acessed November 2019)

LS:N Global (2019), Polyamrous realtionships (ONLINE) Avaliable at: https://www.lsnglobal. com/tribes/article/23781/the-uncoupled-1 (Acessed October 2019)

ASOS,(2017), Go Play Campaign Image 5 (ONLINE) Avaliable at: https://www.glamour.com/ story/asos-makeup-line (Accessed November 2019)

Pretty Little Thing,(2019), Maya Jama Campaign (ONLINE) Avaliable at: https://www.prettylittlething.com/campaigns/maya-jama/ (Accessed November 2019)

Segen,(2019), Boys in Makeup (ONLINE) Avaliable at: https://www.pinterest.co.uk/ pin/476889048026453386/?lp=true (Accessed November 2019)

APPENDIX 1

Missguided,(2019), KEEPBEINGYOUMOVEMENT image 3 (ONLINE) Avaliable at: https:// www.missguidedau.com/campaign/keep-on-being-you (Accessed November 2019)

Missguided,(2019), KEEPBEINGYOUMOVEMENT image 4 (ONLINE) Avaliable at: https:// www.missguidedau.com/campaign/keep-on-being-you (Accessed November 2019)

United Colors of Benneton,(2017), white, black, yellow (ONLINE) Avaliable at: https://www. vogue.co.uk/gallery/benettons-best-advertising-campaigns (Accessed October 2019) ASOS,(2019), Unisex Range (ONLINE) Avaliable at: https://www.asos.com/women/a-to-z-ofbrands/collusion/cat/?cid=28477 (Accessed November 2019)

Maslow’s Hierarchy of Need 1943

ASOS,(2019), Unique Makeup (ONLINE) Avaliable at: https://www.asos.com/women/facebody/a-to-z-of-brands/crayola/cat/?cid=28144 (Accessed November 2019)

ASOS,(2019), Gender Neutral makeup (ONLINE) Avaliable at: http://bangmuin.xyz/ asos-gender-neutral-makeup/ (Accessed November 2019)

Miquela,(2019), AI Selfie (ONLINE) Avaliable at: https://www.instagram.com/lilmiquela/?hl=en (Accessed November 2019)

Whitehead,(2019), Digitally Obsessed Gen Z (ONLINE) Avaliable at: https://www.msn.com/ en-za/lifestyle/wellness/stress-from-social-media-could-lead-to-addiction-says-new-study/ ar-AAGwFoF?li=BBqfP3n (Accessed November 2019) 64

McLeod Analysis of The Hierarchy of Needs 2018

APPENDIX 3

APPENDIX 2

Manfred Max-Neef’s Fundamental human needs - 1986

Manfred Max-Neef’s Fundamental human needs - 1986

66