Whether we eat, browse media or sleep, much living these days is enjoyed alone, asking much of consumer brands, as Laura Dennehy explained at today’s (3 November) Future Foundation’s #TrendingFF16 event in London.

Dennehy opened by discussing solo living in Japan, with robot porters to avoid human contact. Although many associate being ‘solo’ with being lonely in their minds (as illustrated by the ‘forever alone guy’ meme), this can be looked at from a different point of view.

Across the globe, different countries do various activities alone – in Sweden 30% say they eat alone, 52% Americans exercise alone while 28% of Japanese regularly drink alone.

With Oculus Rift launching in 2016 and the rise of virtual reality, despite developers working on multiplayer games, the experience is still very self-focused. ‘Selfish media’ marks the arrival of entertainment that moves with the user and puts them at the centre, allowing them the option of sharing their experience with others.

Apps are being developed to help with the solo self and virtual, as well as literal, escape. Avoid Humans uses location tracking data to help people find less busy or empty bars and restaurants

Soylent drinks mark the next step for convenience foods or ‘hyper fast foods’, with the slogan ‘Use less, do more’ and the promise to free up more time for leisure activities and personal achievement.

According to Dennehy, solo living “invites asking yourself some questions”.

“Any brand has to think about whether it caters for solo consumption, whether it offers things that can be enjoyed alone as well as with people,” she added.

“It acts as another invitation to become a lifestyle partner and find some way to augment alone time, which can be very functional.”

Solo doesn’t have to be lonely – according to Dennehy, it’s focused, functional and means we have stories to tell when we return to our families and friends.