The Happy & Childless app provides a space for adults without kids to connect. As more people decide not to become parents, the audience for these kinds of services is set to soar, creating an opportunity for brands to connect with Gens Y and Z over non-traditional milestones.
The dominance of family-focused content on TikTok has begun to wane as DINKs (double income no kids households) take center stage. The popular videos highlight the financial benefits of a relationship dynamic that has often been compared to the nuclear family in an unfavorable light.
Happy and Childless is an app that aims to help childless adults form connections with others – attempting to combat loneliness among those who've lost touch with friends due to parenting. Gen Yers are also having children later and less often, and are looking for communities in unconventional ways.
A survey has revealed that more than half of Korean women say that marriage and childbirth are non-essential parts of their lives. With more women defying traditional gender expectations, this dwindling importance speaks to a wider change in family values that is rooted in societal trust in Korea.
What it means to be a parent is changing. In the wake of changing gender roles combined with low home-ownership and a lack of stability, it’s not surprising that people are having kids later in life – in 2015, 53% of children born in the UK were to mothers over the age of 30. This also means they have more money to splash out on their little ones – parents spend 61% more money and 75% more time shopping online than non-parents.