studying singles groups and dating ser-
ices nine years ago with the theory
that businesses aren't the only ones
utilizing marketing techniques.
Given today's climate where work
comes first and marriage is put off
until much later, Ahuvia says a grow-
ing number of people are forced to
actively "market" themselves through
an organized group if they hope to
ever meet someone.
,-'
"In the '50s and '60s, high school
and college were the big dating ser-
vices," Ahuvia says. "Those institu-
tions don't work anymore, especially
in the Jewish community where peo-
ple tend to be more educated and
don't think about getting married
until 28 or 30. Many have also moved
away from their home town."
---) So a new institution had to be
invented if people are to continue
marrying, Ahuvia says. That institu-
tion encompasses singles groups,
matchmaking services, singles ads —
anything to help the meeting process
along. However, for these organiza-
tions to truly become an accepted part
of society, Ahuvia says we must get
past the idea that the mark of social
ompetence is handling social relations
on our own.
Leaders of several Michigan social
networks say that is exactly what's
beginning to happen.
"There is such a need for nice
places where singles can meet in a
wholesome, friendly environment,"
says Phyllis Perry, founder of Second
Sunday Shmoozers in Ann Arbor.
- Perry says avoiding the "singles"
brand wasn't intentional; she just
wanted a catchy title that told people
when her group meets. Besides, she
says, there is no mistaking the organi-
zation's purpose.
"It's a singles group. The minute
people meet, they drop out," Perry says.
Jewish Professional Singles isn't suf-
fering any for its title, according to
-director Cindy Leven. More than 250
people showed up for the group's Yom
Kippur dance.
"These days, if you don't connect
yourself with a singles group, there's a
chance you won't connect," Leven says.
More and more people in their 20s
and 30s are accepting the need for
social networks. The stigma, they say,
seems to be fading.
--) "The word singles doesn't bother
me," says Adam Baker, a 36-year-old
Detroit-area attorney. "It's a matter of
attitude. I go to have a good time. If I
meet someone, fine. If I don't, so be
it."
•
❑
11/21
1997
77