Singles as a Social Category and an Example Consumer Segment Characteristic of Today’s Societies Context (Scientific Editor Note)
Singles as a Social Category and an Example Consumer Segment Characteristic of Today’s Societies Context (Scientific Editor Note)

Summary/Abstract: The changes taking place in the 21st century clearly indicate the permanent establishment of new forms of social life. The macro-social sphere directly affecting micro-structures provides many examples of modernist family and social lifestyles. Radical changes in family life have caused – apart from positive effects – grave perturbations that were reinforced especially in the second half of the 20th century and manifest themselves with particular intensity in the 21st century (Zalega, 2019, p. 3). The 21st century family is a postindustrial family that is experiencing a rapid reorganisation. In this family, the following processes and phenomena can be observed: a significant increase in women’s employment not only for economic reasons; egalitarianism in marriage and family; a relatively smaller value of children in parents’ perception (competitive goods); differentiation of norms and values of individual family members; modern civilisation displacing traditional values; disintegration, autonomy of family members; social and psychological aberrations of some individuals; a smaller percentage of people deciding to enter into formal marriages; an increased number of people in cohabitation relationships or singles (Tyszka, 2003, p. 198).

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