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Millennials still dream of finding "the one," and they aren't willing to settle for any less. Their higher standards are leading to an extended period of solo living-and a new life stage for many. Millennial females are especially embracing the new single years as a time for self-focus, for a variety of reasons, with close to four in five of single females saying their happiness is not tied to finding a romantic partner. Without the financial responsibility of children or large homes, their discretionary income is being spent on themselves, and brands are learning to provide products and services that celebrate their independence instead of stigmatizing their singledom.
