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  • The social stigma attached to living alone is dissolving
  • The social stigma attached to living alone is dissolving
    Chris JL, Creative Commons (2010) ©
REPORT

Why men are going solo

Nearly 30% of both UK and US households are single. And of those aged 25-44, there are more than twice as many men living alone as women. It's been described as the greatest social change since the baby boom, but how are brands responding to all these men choosing to ‘go solo’?