The Loneliness Epidemic: How Brands Are Tapping Into the Need for Connection
Photo from Glossier. Before Glossier launched in 2014, they started as Into The Gloss—a beauty community focused on sharing real product insights. It was there they realized beauty should be shaped by real consumers, not a boardroom.
Approximately 21% of adults in the United States reported feeling lonely "always" or "often" in the past 12 months
Despite the constant influx of social media updates, texts, and notifications, consumers are feeling disconnected. Studies show that a large portion of the population, especially younger generations like Gen Z, is struggling with loneliness. These feelings aren’t necessarily tied to being physically alone, but rather to a lack of deep, authentic connections in a world full of digital noise.
While we’re more connected than ever through technology, it’s clear that virtual interactions can sometimes amplify feelings of isolation. What people really want is meaningful engagement—something that can’t be found in the endless scrolling of social media.
Hailey Bieber’s brand, Rhode, held a pop-up in LA in February, drawing thousands who came to experience the brand firsthand. The event offered food, drinks, and unique experiences for all attendees. View on Instagram
Experiential Marketing: Events and Real-world Connections
Alongside digital communities, brands can look to bridge the gap in the real world through experiential marketing. While digital spaces provide convenience, there’s a growing desire for in-person experiences that allow people to connect on a more personal level. Hosting events or curating exclusive trips gives people the chance to step away from their screens and form genuine relationships face-to-face.
Brands can create pop-up experiences centered around shared passions, like a fitness event or an art show with their products integrated into the experience. These types of events don’t just promote the product—they create a sense of belonging and offer people the chance to connect with others who share their interests.
Experiential marketing, when done thoughtfully, helps build stronger emotional connections between consumers and brands. These experiences create memories, deepen relationships, and foster an environment where people feel truly connected—not just to the brand, but to one another.
