Global demographic shifts show rising cohabitation and singles' economy

Data from the Pew Research Center indicates that 77% of American adults aged 38 to 43 have lived with an unmarried romantic partner at some point, with 37% having lived with two or more different partners. This longitudinal study, which utilized data from the National Longitudinal Survey of Youth 1997, suggests that cohabitation has become a standard aspect of relationship life in the United States.

Globally, the rise of unmarried populations is driving a “singles’ economy.” In China, despite cultural debates regarding declining marriage rates and population growth, the consumption habits of single individuals significantly impact economic growth. This is exemplified by the “Singles’ Day” shopping holiday, where single consumers spent billions of dollars on platforms such as Alibaba and JD. In the United States, approximately 38% of adults aged 25-54 live alone.