The Role of Connection in Consumers' Lives Today
How Brands Can Play Their Part
Still recovering from the post-COVID epidemic of loneliness, a mental health crisis, increasing digital consumption, the emergence of Artificial Intelligence and political & economic uncertainty, many people continue to yearn for better, deeper and more meaningful connections. The resulting “Great Connection Deprivation” is leading, especially for Gen Zs, to “joy spending” to fill the gaps.
Prior research from Cassandra also established that many Gen Zs feel that everything is harder for their generation, from purchasing a home to affording college. And they are also more likely to say that making friends and developing relationships is more difficult for them today.
Earlier this spring, Cassandra launched a groundbreaking study with our partner, World of Good Brands, designed to explore how young people feel about connections with each other. And the findings were fascinating. Gen Zs are craving the opportunity to connect with others in real life. The after effects of the pandemic have created an environment where IRL connections are more valued than ever. Interestingly, however, the study found that while there is this strong desire for in-person connections, they also cause many Gen Zs a great deal of anxiety. Not surprisingly, almost half of Gen Zs say they like spaces that are calming to help ease feelings of anxiety and provide comfort.
This study found that 16% of Gen Zs feel lonely all the time, and another 58% feel lonely sometimes. Half of all Gen Zs say they feel lonely when they scroll social media. The number one reason for loneliness is not having close friends nearby. And the majority of Gen Zs (60%) say they have a great sense of community with people they know IRL (as opposed to online).
With nearly 8 in 10 saying the quality of their life is ultimately impacted by the quality of their connections, it places a large burden on them to meet the right people and foster those relationships over time.
The study also found that 69% of Gen Zs would attend an in-person event to meet new people, yet 67% say they feel anxious when attending in-person events. Within this push and pull is an opportunity for marketers and brands. How can you facilitate that desire to connect and mitigate the anxiety that many feel?
World of Good Brands is doing just that. At House of Good, they are creating environments that trade in the notion of performative, overly hyped “fun” for programming conducive to authentic interactions, lasting connections, and community engagement. Just recently, we saw this insight come to life at The Wellpothecary activation, which celebrated Dramamine's amazing new Advanced Herbals line while inspiring interactive, educational ways to calm your mind in a welcoming community atmosphere.
"In our rapidly evolving world, genuine connection is becoming increasingly elusive for consumers — whether it's connecting with others, themselves, or with brands,” says Lindsey Abramo, CEO of World of Good Brands. “As a human connections company, World of Good Brands is at the forefront of this shift, championing the demand for more meaningful interactions. This powerful research study validates our focus on delivering content and experiences that resonate deeply, fostering true engagement and fulfilling the growing appetite for authentic connections."