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Latin America’s Religious Shift: More Say ‘Yes’ to God but ‘No’ to Church

New research on 220,000 Latin Americans reveals a paradox: church affiliation dropped from 93% to 82% and attendance is declining, yet personal faith remains strong. Discover why Latin America’s religious decline differs dramatically from Europe and the US.

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Latin America's Religious Shift: More Say 'Yes' to God but 'No' to Church
A woman takes part in a Christ of May procession in Santiago, Chile, parading a relic from a destroyed church’s crucifix through the city.
AP Photo/Esteban Felix

Latin America’s Religious Shift: More Say ‘Yes’ to God but ‘No’ to Church

Matthew Blanton, The University of Texas at Austin

In a region known for its tumultuous change, one idea remained remarkably consistent for centuries: Latin America is Catholic.

The region’s 500-year transformation into a Catholic stronghold seemed capped in 2013, when Jorge Mario Bergoglio of Argentina was elected as the first Latin American pope. Once a missionary outpost, Latin America is now the heart of the Catholic Church. It is home to over 575 million adherents – over 40% of all Catholics worldwide. The next-largest regions are Europe and Africa, each home to 20% of the world’s Catholics.

Yet beneath this Catholic dominance, the region’s religious landscape is changing.

First, Protestant and Pentecostal groups have experienced dramatic growth. In 1970, only 4% of Latin Americans identified as Protestant; by 2014, the share had climbed to almost 20%.

But even as Protestant ranks swelled, another trend was quietly gaining ground: a growing share of Latin Americans abandoning institutional faith altogether. And, as my research shows, the region’s religious decline shows a surprising difference from patterns elsewhere. While fewer Latin Americans are identifying with a religion or attending services, personal faith remains strong.

Three women in white robes and caps stand outdoors at nighttime by a large wooden cross.
Women known as ‘animeras,’ who pray for the souls of the deceased, walk to a church for Day of the Dead festivities in Telembi, Ecuador.
AP Photo/Carlos Noriega

Religious decline

In 2014, 8% of Latin Americans claimed no religion at all. This number is twice as high as the percentage of people who were raised without a religion, indicating that the growth is recent, coming from people who left the church as adults.

However, there had been no comprehensive study of religious change in Latin America since then. My new research, published in September 2025, draws on two decades of survey data from over 220,000 respondents in 17 Latin American countries. This data comes from the AmericasBarometer, a large, region-wide survey conducted every two years by Vanderbilt University that focuses on democracy, governance and other social issues. Because it asks the same religion questions across countries and over time, it offers an unusually clear view of changing patterns.

Overall, the number of Latin Americans reporting no religious affiliation surged from 7% in 2004 to over 18% in 2023. The share of people who say they are religiously unaffiliated grew in 15 of the 17 countries, and more than doubled in seven.

On average, 21% of people in South America say they do not have a religious affiliation, compared with 13% in Mexico and Central America. Uruguay, Chile and Argentina are the three least religious countries in the region. Guatemala, Peru and Paraguay are the most traditionally religious, with fewer than 9% who identify as unaffiliated.

Another question scholars typically use to measure religious decline is how often people go to church. From 2008 to 2023, the share of Latin Americans attending church at least once a month decreased from 67% to 60%. The percentage who never attend, meanwhile, grew from 18% to 25%.

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The generational pattern is stark. Among people born in the 1940s, just over half say they attend church regularly. Each subsequent generation shows a steeper decline, dropping to just 35% for those born in the 1990s. Religious affiliation shows a similar trajectory – each generation is less affiliated than the one before.

Personal religiosity

However, in my study, I also examined a lesser-used measure of religiosity – one that tells a different story.

That measure is “religious importance”: how important people say that religion is in their daily lives. We might think of this as “personal” religiosity, as opposed to the “institutional” religiosity tied to formal congregations and denominations.

A spotlight shines on a zigzag row of people wearing jackets, with the rest of the crowd hidden in the dark.
People attend a Mass marking the International Day against Drug Abuse and Illicit Trafficking in Buenos Aires, Argentina, on June 26, 2024.
AP Photo/Rodrigo Abd

Like church attendance, overall religious importance is high in Latin America. In 2010, roughly 85% of Latin Americans in the 17 countries whose data I analyzed said religion was important in their daily lives. Sixty percent said “very,” and 25% said “somewhat.”

By 2023, the “somewhat important” group declined to 19%, while the “very important” group grew to 64%. Personal religious importance was growing, even as affiliation and church attendance were falling.

Religious importance shows the same generational pattern as affiliation and attendance: Older people tend to report higher levels than younger ones. In 2023, 68% of people born in the 1970s said religion was “very important,” compared with 60% of those born in the 1990s.

Yet when you compare people at the same age, the pattern reverses. At age 30, 55% of those born in the 1970s rated religion as very important. Compare that with 59% among Latin Americans born in the 1980s, and 62% among those born in the 1990s. If this trend continues, younger generations could eventually show greater personal religious commitment than their elders.

Affiliation vs. belief

What we are seeing in Latin America, I’d argue, is a fragmented pattern of religious decline. The authority of religious institutions is waning – fewer people claim a faith; fewer attend services. But personal belief isn’t eroding. Religious importance is holding steady, even growing.

This pattern is quite different from Europe and the United States, where institutional decline and personal belief tend to move together.

Eighty-six percent of unaffiliated people in Latin America say they believe in God or a higher power. That compares with only 30% in Europe and 69% in the United States.

Sizable proportions of unaffiliated Latin Americans also believe in angels, miracles and even that Jesus will return to Earth in their lifetime.

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In other words, for many Latin Americans, leaving behind a religious label or skipping church does not mean leaving faith behind.

A man in a colorful knit hat and bright sweater or jacket holds up a small doll in a white robe that is surrounded by wisps of smoke.
An Aymara Indigenous spiritual guide blesses a statue of baby Jesus with incense after an Epiphany Mass at a Catholic church in La Paz, Bolivia, on Jan. 6, 2025.
AP Photo/Juan Karita

This distinctive pattern reflects Latin America’s unique history and culture. Since the colonial period, the region has been shaped by a mix of religious traditions. People often combine elements of Indigenous beliefs, Catholic practices and newer Protestant movements, creating personal forms of faith that don’t always fit neatly into any one church or institution.

Because priests were often scarce in rural areas, Catholicism developed in many communities with little direct oversight from the church. Home rituals, local saints’ festivals and lay leaders helped shape religious life in more independent ways.

This reality challenges how scholars typically measure religious change. Traditional frameworks for measuring religious decline, developed from Western European data, rely heavily on religious affiliation and church attendance. But this approach overlooks vibrant religiosity outside formal structures – and can lead scholars to mistaken conclusions.

In short, Latin America reminds us that faith can thrive even as institutions fade.

Matthew Blanton, PhD Candidate, Sociology and Demography, The University of Texas at Austin

This article is republished from The Conversation under a Creative Commons license. Read the original article.

STM Daily News is a vibrant news blog dedicated to sharing the brighter side of human experiences. Emphasizing positive, uplifting stories, the site focuses on delivering inspiring, informative, and well-researched content. With a commitment to accurate, fair, and responsible journalism, STM Daily News aims to foster a community of readers passionate about positive change and engaged in meaningful conversations. Join the movement and explore stories that celebrate the positive impacts shaping our world.

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The Knowledge

How a 22-year-old George Washington learned how to lead, from a series of mistakes in the Pennsylvania wilderness

This Presidents Day, I’ve been thinking about George Washington − not at his finest hour, but possibly at his worst.

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How a 22-year-old George Washington learned how to lead, from a series of mistakes in the Pennsylvania wilderness
A young George Washington was thrust into the dense, contested wilderness of the Ohio River Valley as a land surveyor for real estate development companies in Virginia. Henry Hintermeister/Public domain via Wikimedia Commons

Christopher Magra, University of Tennessee

This Presidents Day, I’ve been thinking about George Washington − not at his finest hour, but possibly at his worst.

In 1754, a 22-year-old Washington marched into the wilderness surrounding Pittsburgh with more ambition than sense. He volunteered to travel to the Ohio Valley on a mission to deliver a letter from Robert Dinwiddie, governor of Virginia, to the commander of French troops in the Ohio territory. This military mission sparked an international war, cost him his first command and taught him lessons that would shape the American Revolution.

As a professor of early American history who has written two books on the American Revolution, I’ve learned that Washington’s time spent in the Fort Duquesne area taught him valuable lessons about frontier warfare, international diplomacy and personal resilience.

The mission to expel the French

In 1753, Dinwiddie decided to expel French fur trappers and military forces from the strategic confluence of three mighty waterways that crisscrossed the interior of the continent: the Allegheny, Monongahela and Ohio rivers. This confluence is where downtown Pittsburgh now stands, but at the time it was wilderness.

King George II authorized Dinwiddie to use force, if necessary, to secure lands that Virginia was claiming as its own.

As a major in the Virginia provincial militia, Washington wanted the assignment to deliver Dinwiddie’s demand that the French retreat. He believe the assignment would secure him a British army commission.

Washington received his marching orders on Oct. 31, 1753. He traveled to Fort Le Boeuf in northwestern Pennsylvania and returned a month later with a polite but firm “no” from the French.

A close-up portrait of a young, brunette George Washington.
George Washington held an honorary commission as a major in the British army prior to the French and Indian War. Dea/M. Seemuller/De Agostini collection/Getty Images

Dinwiddie promoted Washington from major to lieutenant colonel and ordered him to return to the Ohio River Valley in April 1754 with 160 men. Washington quickly learned that French forces of about 500 men had already constructed the formidable Fort Duquesne at the forks of the Ohio. It was at this point that he faced his first major test as a military leader. Instead of falling back to gather more substantial reinforcements, he pushed forward. This decision reflected an aggressive, perhaps naive, brand of leadership characterized by a desire for action over caution.

Washington’s initial confidence was high. He famously wrote to his brother that there was “something charming” in the sound of whistling bullets.

The Jumonville affair and an international crisis

Perhaps the most controversial moment of Washington’s early leadership occurred on May 28, 1754, about 40 miles south of Fort Duquesne. Guided by the Seneca leader Tanacharison – known as the “Half King” – and 12 Seneca warriors, Washington and his detachment of 40 militiamen ambushed a party of 35 French Canadian militiamen led by Ensign Joseph Coulon de Jumonville. The Jumonville affair lasted only 15 minutes, but its repercussions were global.

A color illustration showing battle between soldiers in red and blue coats.
The Jumonville affair became the opening battle of the French and Indian War. Interim Archives/Archive Collection/Getty Images

Ten of the French, including Jumonville, were killed. Washington’s inability to control his Native American allies – the Seneca warriors executed Jumonville – exposed a critical gap in his early leadership. He lacked the ability to manage the volatile intercultural alliances necessary for frontier warfare.

Washington also allowed one enemy soldier to escape to warn Fort Duquesne. This skirmish effectively ignited the French and Indian War, and Washington found himself at the center of a burgeoning international crisis.

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Defeat at Fort Necessity

Washington then made the fateful decision to dig in and call for reinforcements instead of retreating in the face of inevitable French retaliation. Reinforcements arrived: 200 Virginia militiamen and 100 British regulars. They brought news from Dinwiddie: congratulations on Washington’s victory and his promotion to colonel.

His inexperience showed in his design of Fort Necessity. He positioned the small, circular palisade in a meadow depression, where surrounding wooded high ground allowed enemy marksmen to fire down with impunity. Worse still, Tanacharison, disillusioned with Washington’s leadership and the British failure to follow through with promised support, had already departed with his warriors weeks earlier. When the French and their Native American allies finally attacked on July 3, heavy rains flooded the shallow trenches, soaking gunpowder and leaving Washington’s men vulnerable inside their poorly designed fortification.

A black and white illustration showing George Washington signing a document.
Washington was outnumbered and outmaneuvered at Fort Necessity. Interim Archives/Archive Collection/Getty Images

The battle of Fort Necessity was a grueling, daylong engagement in the mud and rain. Approximately 700 French and Native American allies surrounded the combined force of 460 Virginian militiamen and British regulars. Despite being outnumbered and outmaneuvered, Washington maintained order among his demoralized troops. When French commander Louis Coulon de Villiers – Jumonville’s brother – offered a truce, Washington faced the most humbling moment of his young life: the necessity of surrender. His decision to capitulate was a pragmatic act of leadership that prioritized the survival of his men over personal honor.

The surrender also included a stinging lesson in the nuances of diplomacy. Because Washington could not read French, he signed a document that used the word “l’assassinat,” which translates to “assassination,” to describe Jumonville’s death. This inadvertent admission that he had ordered the assassination of a French diplomat became propaganda for the French, teaching Washington the vital importance of optics in international relations.

A current photograph of the logs used to construct Fort Necessity as it stands today along the battlefield in Pennsylvania.
A log cabin used to protect the perishable supplies still stands at Fort Necessity today. MyLoupe/Universal Images Group/Getty Images

Lessons that forged a leader

The 1754 campaign ended in a full retreat to Virginia, and Washington resigned his commission shortly thereafter. Yet, this period was essential in transforming Washington from a man seeking personal glory into one who understood the weight of responsibility.

He learned that leadership required more than courage – it demanded understanding of terrain, cultural awareness of allies and enemies, and political acumen. The strategic importance of the Ohio River Valley, a gateway to the continental interior and vast fur-trading networks, made these lessons all the more significant.

Ultimately, the hard lessons Washington learned at the threshold of Fort Duquesne in 1754 provided the foundational experience for his later role as commander in chief of the Continental Army. The decisions he made in Pennsylvania and the Ohio wilderness, including the impulsive attack, the poor choice of defensive ground and the diplomatic oversight, were the very errors he would spend the rest of his military career correcting.

Though he did not capture Fort Duquesne in 1754, the young George Washington left the woods of Pennsylvania with a far more valuable prize: the tempered, resilient spirit of a leader who had learned from his mistakes.

Christopher Magra, Professor of American History, University of Tennessee

This article is republished from The Conversation under a Creative Commons license. Read the original article.

 
Dive into “The Knowledge,” where curiosity meets clarity. This playlist, in collaboration with STMDailyNews.com, is designed for viewers who value historical accuracy and insightful learning. Our short videos, ranging from 30 seconds to a minute and a half, make complex subjects easy to grasp in no time. Covering everything from historical events to contemporary processes and entertainment, “The Knowledge” bridges the past with the present. In a world where information is abundant yet often misused, our series aims to guide you through the noise, preserving vital knowledge and truths that shape our lives today. Perfect for curious minds eager to discover the ‘why’ and ‘how’ of everything around us. Subscribe and join in as we explore the facts that matter.  https://stmdailynews.com/the-knowledge/
 

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Urbanism

The Building That Proved Los Angeles Could Go Vertical

Los Angeles once banned skyscrapers, yet City Hall broke the height limit and proved high-rise buildings could be engineered safely in an earthquake zone.

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Los Angeles once banned skyscrapers, yet City Hall broke the height limit and proved high-rise buildings could be engineered safely in an earthquake zone.
LA City Hall. Image Credit: TNC Network & Envato

How City Hall Quietly Undermined LA’s Own Height Limits

The Knowledge Series | STM Daily News

For more than half a century, Los Angeles enforced one of the strictest building height limits in the United States. Beginning in 1905, most buildings were capped at 150 feet, shaping a city that grew outward rather than upward.

The goal was clear: avoid the congestion, shadows, and fire dangers associated with dense Eastern cities. Los Angeles sold itself as open, sunlit, and horizontal — a place where growth spread across land, not into the sky.

And yet, in 1928, Los Angeles City Hall rose to 454 feet, towering over the city like a contradiction in concrete.

It wasn’t built to spark a commercial skyscraper boom.
But it ended up proving that Los Angeles could safely build one.


A Rule Designed to Prevent a Manhattan-Style City

The original height restriction was rooted in early 20th-century fears:

  • Limited firefighting capabilities
  • Concerns over blocked sunlight and airflow
  • Anxiety about congestion and overcrowding
  • A strong desire not to resemble New York or Chicago

Los Angeles wanted prosperity — just not vertical density.

The height cap reinforced a development model where:

  • Office districts stayed low-rise
  • Growth moved outward
  • Automobiles became essential
  • Downtown never consolidated into a dense core

This philosophy held firm even as other American cities raced upward.


@stmblog

Los Angeles banned skyscrapers for decades — except one. 🏛️ While most buildings were capped at 150 feet, LA City Hall rose three times higher. This wasn’t a loophole — it was power, symbolism, and city planning shaping the skyline we know today. Why was City Hall the exception? And how did this one decision change Los Angeles forever? 📍 Forgotten LA 🧠 The Knowledge Series 📰 STM Daily News LosAngelesHistory LACityHall ForgottenLA UrbanPlanning CityPlanning LASkyline DidYouKnow HistoryTok TheKnowledge STMDailyNews ♬ original sound – STMDailyNews – STMDailyNews


Why City Hall Was Never Meant to Change the Rules

City Hall was intentionally exempt from the height limit because the law applied primarily to private commercial buildings, not civic monuments.

But city leaders were explicit about one thing:
City Hall was not a precedent.

It was designed to:

  • Serve as a symbolic seat of government
  • Stand alone as a civic landmark
  • Represent stability, authority, and modern governance
  • Avoid competing with private office buildings

In effect, Los Angeles wanted a skyline icon — without a skyline.


Innovation Hidden in Plain Sight

What made City Hall truly significant wasn’t just its height — it was how it was built.

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At a time when seismic science was still developing, City Hall incorporated advanced structural ideas for its era:

  • A steel-frame skeleton designed for flexibility
  • Reinforced concrete shear walls for lateral strength
  • A tapered tower to reduce wind and seismic stress
  • Thick structural cores that distributed force instead of resisting it rigidly

These choices weren’t about aesthetics — they were about survival.


The Earthquake That Changed the Conversation

In 1933, the Long Beach earthquake struck Southern California, causing widespread damage and reshaping building codes statewide.

Los Angeles City Hall survived with minimal structural damage.

This moment quietly reshaped the debate:

  • A tall building had endured a major earthquake
  • Structural engineering had proven effective
  • Height alone was no longer the enemy — poor design was

City Hall didn’t just survive — it validated a new approach to vertical construction in seismic regions.


Proof Without Permission

Despite this success, Los Angeles did not rush to repeal its height limits.

Cultural resistance to density remained strong, and developers continued to build outward rather than upward. But the technical argument had already been settled.

City Hall stood as living proof that:

  • High-rise buildings could be engineered safely in Los Angeles
  • Earthquakes were a challenge, not a barrier
  • Fire, structural, and seismic risks could be managed

The height restriction was no longer about safety — it was about philosophy.


The Ironic Legacy

When Los Angeles finally lifted its height limit in 1957, the city did not suddenly erupt into skyscrapers. The habit of building outward was already deeply entrenched.

The result:

  • A skyline that arrived decades late
  • Uneven density across the region
  • Multiple business centers instead of one core
  • Housing and transit challenges baked into the city’s growth pattern

City Hall never triggered a skyscraper boom — but it quietly made one possible.


Why This Still Matters

Today, Los Angeles continues to wrestle with:

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  • Housing shortages
  • Transit-oriented development debates
  • Height and zoning battles near rail corridors
  • Resistance to density in a growing city

These debates didn’t begin recently.

They trace back to a single contradiction: a city that banned tall buildings — while proving they could be built safely all along.

Los Angeles City Hall wasn’t just a monument.
It was a test case — and it passed.

Further Reading & Sources


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Lifestyle

Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day

Peter McGraw discusses the increasing prevalence of solo living and its implications for businesses, particularly during Valentine’s Day, which typically emphasizes couples. Despite many individuals enjoying activities alone, the marketplace often neglects this growing demographic. Recognizing and catering to solo consumers can yield significant opportunities for businesses.

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Person reading in cozy café. Valentine’s Day


Peter McGraw, University of Colorado Boulder

Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day

Every February, Valentine’s Day amplifies what single people already know – that public life is built for two. Restaurants roll out prix fixe menus for couples. Hotels promote “romantic getaway” packages designed for double occupancy. A table for one still invites the question, “Just you?”

Yet there’s irony that’s hard to miss. While Valentine’s Day doubles down on togetherness, more adults are living – and moving through the world – alone.

As a behavioral economist, I study what I call the “solo economy.” A growing share of economic life today is organized around people who live, spend and make decisions on their own.

1-person households aren’t outliers

Half of U.S. adults are unmarried, and one-person households are now the nation’s most common living arrangement. This isn’t a temporary phase confined to young adults waiting to settle down. It includes never-married professionals, divorced empty nesters, widows and widowers, and people who simply prefer to live independently.

Lifelong singlehood is also rising: 25% of millennials and 33% of Gen Z are projected to never marry.

It’s a slow-moving demographic shift away from long-term partnership as the dominant adult life path, but a consequential one – reshaping everything from housing and travel to social policy and commerce. One of its clearest expressions is the number of people doing things alone in public.

The rise of public solo life

It would be one thing if the economy were built for two and solos stayed home. But they are going to museums, traveling and, of course, dining alone in restaurants. To assess this behavior, I surveyed single and married Americans about their participation in 25 activities that occur in public – from shopping and dining to attending movies and concerts.

The pattern was striking. Overall, singles were much more likely to do things alone in public than their married counterparts – 56% versus 39%. The difference held across every activity I measured.

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The biggest gaps weren’t for practical tasks like grocery shopping. They were for leisure experiences like going to the movies, dining out and attending concerts. In fact, seven of the 10 largest differences involved retail or entertainment settings – the very places most designed and marketed with couples in mind.

https://datawrapper.dwcdn.net/4DWEE/2

Bias that keeps people from having fun alone

Why hasn’t the business world paid more attention to the singles market?

The answer lies in psychology. Some reluctance stems from the belief that other customers will perceive solo diners or moviegoers as sad or lonely. These fears are amplified by what psychologists call the spotlight effect – our tendency to overestimate how much other people notice and judge us.

Findings by consumer researchers Rebecca Hamilton and Rebecca Ratner can help explain why this bias is so persistent. Across studies conducted in the U.S., China and India, people consistently predicted they would enjoy activities less if they did them alone – even though they’d be seeing the same movie or visiting the same museum.

But when people actually went alone, they enjoyed the experience just as much as those who went with others. The fear, it turns out, is largely imagined.

Another problem is that solo consumers don’t always feel welcome.

While behavior is changing, markets have been slower to adapt. Most businesses still design experiences around pairs, families or groups. Consider restaurants that seat solo diners at the bar or near the kitchen or bathrooms, or ticketing systems that require purchasing in pairs. The result is friction for solo consumers – and missed opportunities for companies.

Valentine’s Day promotions make that mismatch especially visible. In 2024, IKEA Canada offered a Valentine’s Day dining experience in its showroom priced and designed for two – and only two – people.

After backlash, the company revised the promotion the following year to be more inclusive: “Bring a loved one, a good friend, or the whole family.” It was a small change, but a revealing one.

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Why solo shoppers have outsized influence

Solo consumers represent a large, growing and profitable market segment, yet they’re navigating a marketplace that still treats them as edge cases.

Another study that Ratner conducted with business school professor Yuechen Wu adds an important twist.

Analyses of more than 14,000 Tripadvisor reviews of restaurants and museums show that reviews written by solo diners and solo museumgoers are rated as more helpful – and receive more positive feedback – than reviews written by people who went with others.

Follow-up experiments showed that when otherwise identical recommendations differed only in whether the reviewer experienced the activity alone or with others, respondents were more likely to rely on the solo reviewer when deciding what to do.

Why? Observers infer that people who go alone are more genuinely interested in the experience and more focused on its quality, rather than simply going along with someone else’s preferences.

Being alone, it turns out, functions as a credibility cue. For businesses, that means solo customers aren’t just customers − they can be very influential customers.

Designing for 1 in Asia

Asian businesses are far ahead of the West in recognizing the buying power of people doing things alone.

In South Korea, for example, “honjok,” which translates as “alone tribe,” culture has fueled products and services designed explicitly for solo living. Think single-serve meals at convenience stores, one-person karaoke booths, and restaurants that promise judgment-free service.

Similarly, in Japan, the ramen chain Ichiran built its brand around the idea of “flavor concentration,” which encourages diners to eat alone in private booths.

Officially, the design is meant to eliminate distractions and heighten the dining experience. In practice, it does something more important: It legitimizes solo dining.

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Progress in the US

In the U.S., Disney theme parks and some of the company’s competitors have long used single-rider lines that reward solo visitors with shorter waits, turning independence into operational efficiency – a logic ski resorts adopted decades ago to fill empty seats on chairlifts.

And solo tourism has become a major trend. Demand is growing, and tour operators are adapting offerings to meet it, including specialized tours for singles and adjustments to historically prohibitive pricing practices.

Industry analysis also shows the global solo travel market expanding rapidly, with tailored products and experiences emerging worldwide. Some companies now offer dedicated solo travel collections with no single supplement − the extra fee traditionally charged to travelers who occupy a room alone − and tours designed specifically for independent travelers.

Doing things alone is an opportunity

Valentine’s Day offers a chance to see how outdated many widespread assumptions still are.

It treats solitude as a problem to be solved, even as people’s behavior tells a different story. Yet businesses, policymakers and U.S. culture more broadly have not designed a world that fully acknowledges that about 42% of American adults are single.

In the meantime, singles aren’t waiting at home. They’re out there – at the movies, on planes, in museums and restaurants – moving through public life on their own terms.

Valentine’s Day may always be built for two. But the economy won’t be.

Peter McGraw, Professor of Marketing and Psychology, University of Colorado Boulder

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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