Mums, dads, children, parents: we hear about them often – but what about the consciously child-free? Our new report celebrates those who have chosen to never have kids. Let us introduce the Un-dependents…
We are living in a time when more people are making the choice to not have children and the circumstances around this decision touches upon the unique stressors of today. A 2022 Ipsos poll found the top reasons why people across 30 different countries opted to not have a child: financial concerns (21%), career prospects (15%) and concerns due to the Covid pandemic (11%).
Meanwhile, brands aren’t talking to the consciously child-free, or connecting with their culture. They aren’t being discussed enough. In our new The Un-dependents report, we celebrate the unique opportunities of living as an adult without children.
The full report features:
– The context that the Un-dependents are living in now, and the perspective-shifting events of the pandemic, recession and climate crisis.
– Interviews with men and women in the US, UK and Europe about the realities of choosing to not have kids.
– How to think differently about the Un-dependents values and motivations; followed by some examples of strategies to speak to them.
This report was special for us every time our interviewees shared their joy and reminded us of all the different ways to live a happy, fulfilled life. We hope you enjoy The Un-dependents as much as we did.
Download the full Un-dependents report here.