Cohesive Communities: Consumers Combat Loneliness
Globally, 33% of people say they experience feelings of loneliness (Statista, 2022). In response, emerging grassroots and brand-led engagement schemes are helping people embed themselves into meaningful, diverse and in-person communities. Not only do these groups promote a sense of wellbeing among members, they also represent an opportunity for brands to connect with interest-based cohorts.
A Lonely Society
Improving Social Scaffolding
Cue the Club Crew
Experts describe loneliness as a sensation which indicates that a person isn’t satisfied with their current level or quality of social engagement. Although it’s a common feeling, its causes are wide-ranging. Some people are struggling to rekindle old friendships or make new friends as adults, while others are battling overloaded schedules and caregiving responsibilities.
Experts describe loneliness as a sensation which indicates that a person isn’t satisfied with their current level or quality of social engagement. Although it’s a common feeling, its causes are wide-ranging. Some people are struggling to rekindle old friendships or make new friends as adults, while others are battling overloaded schedules and caregiving responsibilities.
Summary
A Lonely Society | Experts describe loneliness as a sensation which indicates that a person isn’t satisfied with their current level or quality of social engagement. Although it’s a common feeling, its causes are wide-ranging. Some people are struggling to rekindle old friendships or make new friends as adults, while others are battling overloaded schedules and caregiving responsibilities. |
Improving Social Scaffolding | Research shows that “people underestimate the positivity of deeper conversations, both with folks that they already know and with strangers that they've never interacted with,” Kumar told Stylus. Consequently, consumers are flocking to brands that offer social scaffolding to help them overcome their innate hesitance and spark positive connections. |
Cue the Club Crew | For many, a lack of authentic friendships exacerbates loneliness. The average American has fewer close friends now than they did in 1990. Meanwhile, 66% of Brits want to make new friends (RTC, 2023). Clubs, both grassroots and brand-coordinated, are emerging as a key venue for people to cement in-person connections around shared activities. |
Cohesive Communities: Consumers Combat Loneliness
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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