Shrinking Households: What Solo Dwellers & Small Families Want at Home
Published 28 April 2025
Household sizes are shrinking globally, driven by large-scale population, social and financial shifts. As people live in smaller units, new needs and possibilities emerge – presenting a considerable opportunity for brands. From home purchases and health support to community networks, we explore how to connect with tomorrow’s smaller households.
Tomorrow’s Living Arrangements
Solo Living Surges
Older Adults Living Alone
The New-Era Family Home
Over the past several decades, there’s been a global decrease in household sizes (see Key Stats). More people are opting to live alone, recasting solo living as a milestone of adulthood. Meanwhile, family units are contracting as people form fewer romantic relationships, relocate for professional opportunities, and birth rates are falling.
Over the past several decades, there’s been a global decrease in household sizes (see Key Stats). More people are opting to live alone, recasting solo living as a milestone of adulthood. Meanwhile, family units are contracting as people form fewer romantic relationships, relocate for professional opportunities, and birth rates are falling.
Single-person households may be the fastest-growing globally, but brands aren’t keeping pace with their needs. Housing affordability and living costs are key concerns for those who aren’t splitting expenses, alongside chores and (potentially too much) ‘me time’. Astute brands are assisting with everything from cooking for one to at-home community connections.
Globally, over-55s account for a significant portion of people living alone (see Key Stats) – a share poised to grow as populations age. While many are eager to remain independent in later life, older solo dwellers must contend with challenges, including adequate medical support and feelings of isolation – an opportunity for brands offering age-inclusive products and services.
Small families – which may or may not include kids – are shaping where consumers choose to call home, as well as the features that make an area desirable. While cities remain appealing, rising costs and limited space are pushing families further afield, where they’re more likely to live in ADUs (accessory dwelling units) than on their own properties.
Shrinking Households: What Solo Dwellers & Small Families Want at Home
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