A new article from the Huffington Post explores the marketing efforts of several national brands and how they are attempting to reach single women with a new crop of messages. From a Citibank ad showing a young woman rock-climbing and declaring "this is the rock she had in mind" to a Honda commercial in which the female actress is proposed to and says she has a lot of things on her pre-marriage bucket list to accomplish before tying the knot, it isn't hard to find more and more of these types of perspectives.
What's interesting about this story is that, based on a report from the Pew Research Center in December of 2011, marriage rates in the U.S. are at an all time low. Additionally, women who are getting married are waiting much later in life than they have in the past.
Combine this data with 2010 numbers showing single women to be working and earning more and it's possible to predict a trend of a steep increase in this demographic (single women with disposable income) for the coming years.
That being said, Citibank and Honda were right on target with their recent ads. These new commercials "sell women the cars and financial products they can now afford by presenting those big ticket items as tools for celebrating their independence rather than attracting a husband."
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