It’s time brands started viewing singles as a powerful economic demographic
Shaziya Khan, national planning director, Wunderman Thompson India, a leading advertising agency, has an interesting take on the growing trend among people to stay single. Earlier, singledom signalled dependence, even deprivation and passive choice, she says. Marriage Fomo (fear of missing out) dominated family discussions. However, now the marriage story has shifted. “Singledom often arises from abundant or certainly active choice and meaningful independence. And the joy of missing out (JOMO) marriage is being exercised wilfully," she adds.