Marketing and Consumer Behavior: The New Golden Girls Era of Singlehood

Introduction

The hit show “Golden Girls” is a beloved television sitcom that follows the lives of four older women who share a house in Miami. Blanche, Dorothy, Rose, and Sophia, the main characters, are all unique in their personalities and backgrounds but share a deep bond of friendship. The show revolves around their humorous and heartwarming experiences as they navigate the challenges of aging, relationships, careers, and family dynamics (Forenza & Havlicek, 2022). Each character brings her own perspective, strengths, and quirks to the group, creating a dynamic and cohesive unit that supports one another through life's ups and downs. This show's enduring popularity can be attributed to its witty humor, relatable characters, and the way it explores the complexities of female friendships and independence during later stages of life.

The application of the new consumer behavior model of women without significant others to “Golden Girls,” is a precursor into an evolving dynamic of single women in society. Women no longer pursuing companionship, while entertaining female counterparts, reflect the non-traditional focus on finding a partner (Leonhardt, 2023). Many women have aimed to adopt the “New Golden Girls Era” to be self-sufficient and career driven. This approach embodies the changing landscape of women valuing personal achievements and independence rather than relationships (Leonhardt, 2023; Forenza & Havlicek, 2022). In this study, the researcher will discuss how many women upon retirement will live with each other due to lack of financial resources to sustain their standard of living. Since many women are no longer interested in the concept of marriage, the “New Golden Girl’s Era” is in full effect. Studies show “women” today have the highest percentage of singlehood ever in our history (Brinton, Mun, & Hertog, 2021).

According to MagnifyMoney.com (2023), the United States Census Bureau data shows 55.6% of Americans 20 and older across 100 cities are single (meaning they aren’t married, divorced, separated, or widowed). Singlehood is even more common amongst women at 57.3% nearly 60% of all ethnicities (McNair, 2021; Brinton, Mun, & Hertog, 2021). Meanwhile, men are currently at 53.7% (McNair, 2021). Although, some may choose to remain single while other eventually may partner with others (McNair, 2021). The growing sentiment amongst scholars, researchers, and practitioners are marketing to families, when families no longer exist (Lichter et al., 2020). In this context, “Golden Girls” can be seen as an early exploration of the diverse ways women without significant others navigate their lives, offering insights into the complexities and opportunities of this emerging consumer demographic. Women are more likely to be single, than men according to recent statistics (McNair, 2021). With the birth increases of females, compared to males (Leonhardt, 2023). Society is already seeing a shift as women outnumber men worldwide.

Although romantic relationships remain important to many, the belief that women do not necessarily need men has emerged from a combination of increased agency, evolving societal norms, and a broader spectrum of not enough males for the number of women (Forenza & Havlicek, 2022; McNair, 2021; Leonhardt, 2023). Shares of single women outsize shares of single men in all but four of the largest cities, Greensboro, North Carolina has the widest gap between the rate of single women at 62.2% and single men 52.2% (McNair, 2021). On average, there’s a 3.6%-point difference between the share of single women and men (McNair, 2021). In Midwestern and Southern cities are full of singles, 10 cities with the highest shares of single adults, only one falls outside the Midwest or South. Detroit has the highest share of 75.6% of single residents 20 and older (McNair, 2021). While Cleveland has 72.8% and Baltimore 71.3% respectively (McNair, 2021).