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  5. Men Who Won't Marry - How and Why Their Numbers Are Growing, and What Their Lifestyle Means to the Market


The population of men who remain unmarried for life has grown so drastically that they are no longer a minority.  Their growing numbers result in increased potential for consumption as well as marketing to match.  These men seem to pay no mind to the concept that women are supposedly the ones that spur consumption.


Now that these “solo men” men have become such a force, new marketing has begun to surface based on qualitative studies of their behavior, personality, lifestyle, and consumption habits.


Some common shared characteristics include:

• Generally between their twenties and their fifties

• Living by themselves, as opposed to with their family

• Working full time, not relying on their family financially

• They value freedom, independence, and self-sufficiency


Men who satisfy these four criteria are referred to as “solo men” in this book.  When we analyze what these men have in common, we begin to see many similarities that seem to transcend age and generation:

• It’s not that they can’t marry, it’s just that they don’t

• They greatly value their alone time

• They want to spend their money on themselves

• Their average salary is around ¥3 million (about $25,500)

• They want to be praised though they rarely praise others

• They want to hang out with friends, but they also desire to be alone

• They go shopping daily.  The supermarket is their refrigerator

• They can’t resist sales and limited edition products

• They are miserly spendthrifts

• More than being liked, they just hope not to be disliked



The growing number of solo men

Chapter 1

Analyzing the minds and the actions of solo men

Chapter 2

The hobbies of solo men

Chapter 3

Finding solo men even in marriages

Chapter 4

The spending habits of solo men in the years to come


About the Author

Kazuhisa is the project leader for Japanese PR firm Hakuhodo, where he conducts research on the growing population of singles.  Since graduating with a law degree from Waseda University, he has done promotion for a wide variety of industries including food and beverage, automotive, and film.  More than just planning, he has developed characters and mascots, and even tried his hand at restaurant management.  He started the Hakuhodo Solo Man Project in 2014, hoping to analyze and get the jump on a burgeoning market.  He readily admits that he himself is a solo man as well. 

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