A major demographic shift is underway as projections from Morgan Stanley suggest that approximately 45% of U.S. women aged 25 to 44 will be single and child-free by 2030.
This trend is fueled by a convergence of social and economic factors, including increased access to higher education, a prioritization of career advancement, and a growing emphasis on financial independence. As women gain more economic power, the traditional reliance on marriage for financial security is fading. Coupled with the rising cost of living, many are choosing to delay or entirely bypass traditional milestones in favor of personal growth and self-fulfillment.
This “Sheconomy” revolution is poised to reshape the American landscape, from consumer markets to workplace policy. With significant spending power, this demographic is influencing industries ranging from real estate to luxury goods, while simultaneously demanding greater workplace flexibility and pay equity. As the nuclear family model becomes less of a universal standard, single-person households are becoming normalized, forcing businesses and policymakers to adapt to a new reality. Ultimately, this shift reflects an evolution in societal expectations, where independence and autonomy are increasingly valued over conventional domestic roles.
source: Morgan Stanley. Rise of the sheconomy: Investing in the growing power of the female consumer. Morgan Stanley Research.
