If you were shocked by the recent survey from the University of California revealing that half of the 20,000 teenagers surveyed feel lonely, know that Thai teenagers are facing the same wave of loneliness.

          Recently, the College of Management at Mahidol University (CMMU) unveiled research that significantly impacts the marketing industry, highlighting a new trend that businesses need to pay attention to: the Lonely Market. The research indicates that there are over 26.75 million lonely individuals in Thailand, with the most affected age groups being working adults at 34.7% and teenagers at 33%.

Therefore, 'loneliness' is no longer a trivial matter; it holds enough power to create numerous business opportunities, with many businesses catering to the needs of lonely individuals.

          If you don’t believe it, take a look at the global landscape of businesses targeting lonely individuals. For instance, at CES 2019, there was an adorable robot named Kiki that not only looks cute but can also learn and remember its owner's face and activities. In South Korea, there’s a tour business called 'Oh My Oppas' that caters to fans of Korean dramas who wish to have a 'big brother' to take care of them, with young men offering unique styles of tours, all of whom can speak English. Meanwhile, a shopping mall in Hebei, China, offers a special service to rent young men as shopping companions for customers who shop alone.

          Moving to the United States, there’s an app called Papa that provides 'Grandkids on demand' to assist elderly individuals with various tasks, including household help, shopping, or medical appointments. Additionally, there’s the People Walk app for finding workout partners.

          In Thailand, it’s a different story. The growth of the lonely market, with 26.75 million people, has led to an increase in businesses catering to lonely individuals.

          Dr. Boonying Kongachapath, head of the marketing department at CMMU, shared interesting insights on this topic, noting that businesses benefiting from the lonely trend include community businesses such as restaurants, cafes, and board game shops. A popular community business that has emerged recently is the chance to meet idols from BNK 48 through handshake events, where fans are willing to spend money to meet their beloved idols for just eight seconds, creating a large and continuously growing community. Other sectors include real estate and co-living spaces that share areas for various activities, digital businesses like online platforms and IT services, as well as pet-related businesses covering everything from pet food to veterinary services, pet hotels, spas, and various volunteer tourism activities.

          So, what should business owners or marketers do to win over lonely individuals? The seminar summarized strategies under the acronym C M M U for practical application.

          C: Circumstance Create an inviting atmosphere. Lonely individuals often seek understanding and do not want to feel isolated. Therefore, products and services, such as retail and dining establishments, should utilize special spaces for lonely customers.

          M: coMpanion Communicate like a friend. Statistics show that 44.3% of lonely individuals tend to be glued to social media all day. Marketing should focus on communicating, promoting, or creating interactive activities with the target audience through social media, adopting a friendly communication style that embodies a supportive friend available at all times.

          M: forget Me not Don’t forget lonely individuals by organizing special marketing activities that cater to them, not just group promotions. This approach not only expands the customer base but also makes the target audience feel valued and not neglected.

          U: commUnity Promote collaborative activities that encourage interaction among the target audience, fostering a special community that leads to word-of-mouth referrals.

Business opportunities are not always obvious, so if you don’t want to miss out, whether you are a business owner or a marketer, don’t overlook this customer segment.