Unmarried Adults Changing the Rules

Discussion
Oct 14, 2003
George Anderson

By George Anderson


According to Unmarried America, a report in Business Week, the percentage of married-couple households has fallen from around 80 percent in the 1950s to slightly
more than half today.


Today there are 86 million single adults in the US comprising “42 percent of the workforce, 40 percent of home buyers, 35 percent of voters, and one of the most potent — if
pluralistic — consumer groups on record.”


While some have yet to catch up, forward looking companies such as American Express, Bank of America, Merrill Lynch, Prudential and Xerox have developed personnel policies to
attract and keep professionals that do not fit the traditional American family model.


Extended family benefits have been instituted to allow employees to add qualified adults such as a domestic partner or adult child to their medical plan.


Moderator’s Comment: How will (is) the growing percentage of single adults and non-traditional families affect society and consumer marketing? [George
Anderson – Moderator
]


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