Last Saturday was World Singles Day, an international celebration designed to turn the spotlight on the increasing global trend of embracing singledom.
The date of 11 November – 11-11 – was chosen specifically for its repetition of the number one and its symbolic representation of individuality.
Originating from Chinese students who wanted to celebrate their pride in being single or breaking up, but then ambushed by commercial businesses as a day to push promotions and deals on the unattached, World Singles Day has now been embraced by people around the world as a celebration of singledom.
It has grown in popularity as more people, particularly young people, are choosing to remain unattached and rejecting intimate relationships, not only in their own lives but in those portrayed in the television shows and films they watch.
Surveys show that celibacy is gaining popularity, especially among the younger generation, with Generation Z embracing it as a conscious lifestyle choice. The emergence of the term "nomance" on platforms like TikTok, with hashtags such as "nomance," "single," and "celibacy," reflects a shift toward platonic relationships and a desire for diverse narratives beyond traditional romantic storylines.
One such recent study, conducted by researchers at The University of California, Los Angeles (UCLA) has delved into the entertainment preferences of Gen Z, which refers to those born between 1996 and 2012.
This study reveals that 51.6% of young people wish for series and films to focus more on friendship and platonic connections, challenging the dominance of stereotypical and exclusively heterosexual romance narratives.
The survey, involving 1,500 participants, ranks content related to "friendship and social relationships" in 5th place, while content devoid of "sex or romance" ranks 7th, surpassing themes of "love or sex," which fall to 13th place.
The trend toward embracing singledom extends beyond entertainment preferences into real life.
According to Belgian statistics institute Statbel, the percentage of single individuals has increased by almost 10% in the last decade.
A study released last year showed that one fifth of Brussels inhabitants are single, with the number especially high among people in their 20s.
Figures from the Brussels statistical office Bisa, based on data from Statbel, showed that Brussels had 258,510 people living alone as of 1 January 2021. This is nearly half (46%) of all households and accounts for a fifth (21%) of all Brussels residents.
A 2019 study by Tinder, cited by the French newspaper Libération, indicates that 74% of 18 to 25-year-olds in France choose to be single. The reasons cited include a desire to avoid the "wrong" person and a focus on personal growth and career.
Interestingly, Gen Z is also turning away from dating apps, with a Stanford University study revealing that the internet has become the primary means of meeting people. The UCLA study notes that 44% of Gen Z youth would prefer cleaning the toilet over going on a date with someone they met online, challenging the notion that dating apps are the go-to for young people.
The desire for authenticity extends beyond relationships to include sex, with the hashtag "celibacy" reflecting a trend toward abstinence as a means of reconnecting with intimacy. A 2022 IFOP survey in France showed that 42% of Gen Z singles had not engaged in sexual activity in the last twelve months.
While the rise of celibacy is evident, societal pressure remains a challenge. Ipsos highlights that 67% of respondents feel pressure to leave the "single" status, leading to negative emotions and feelings of inadequacy. This pressure can impact mental health, with 56% of single individuals reporting anxiety disorders.
The shift toward "nomance" and the embrace of singledom among Gen Z reflect a broader cultural change. The UCLA study suggests that young people seek more relatable and diverse onscreen content, focusing on meaningful friendships and platonic relationships rather than conventional romantic narratives.
As the entertainment industry evolves, catering to these preferences becomes crucial for creating content that resonates with the younger generation's experiences and values.
