For those who’re a world model, company, or CMO trying to win over Gen Z, right here’s the uncomfortable fact: essentially the most related era in historical past can be the loneliest. Our analysis, carried out in November 2024, represents 1,821 Gen Zs all over the world, reveals that this era experiences loneliness greater than every other. Eight in 10 Gen Z respondents (80%) agree they’ve felt lonely prior to now 12 months—a stark distinction to only 45% of child boomers. This paradox has profound implications for a way manufacturers talk, promote, and develop merchandise that resonate with this cohort navigating a loneliness epidemic.
The loneliness paradox: What it means for manufacturers
Regardless of being digital natives, Gen Z is extra disconnected than ever. Whereas social media is central to their lives, it usually amplifies emotions of inadequacy and isolation. Spotlight reels and influencer tradition go away many feeling like they’re falling brief. Add to this societal and financial pressures—akin to tutorial stress, local weather change, and monetary instability—and it’s clear why Gen Z is struggling.
Our knowledge reveals that solely 15% of Gen Zs have ‘by no means’ felt lonely prior to now yr, in comparison with 54% of child boomers. Low vanity (28%), being single (24%), and psychological well being challenges like social nervousness (24%) are among the many key drivers of this epidemic. Notably, loneliness hits male Gen Zs notably arduous, with over a 3rd (31%) citing being single as an element, in comparison with simply 17% of feminine Gen Zs.
For manufacturers, this reveals a chance and a duty: Gen Z doesn’t simply need to be entertained or offered to; they need to really feel seen and understood. Manufacturers that achieve connecting with this era transfer past superficial campaigns. They create areas—digital and bodily—the place Gen Z feels empowered, validated, and a part of one thing bigger. Consider Nike’s community-focused initiatives or Dove’s campaigns championing authenticity. These efforts don’t simply drive gross sales; they construct loyalty by addressing a deep-seated want for connection.
Digital disconnection: The function of social media
Social media is each Gen Z’s lifeline and their Achilles’ heel. Whereas platforms like TikTok, Instagram, and Snapchat are central to their social lives, they’ll, sadly, be a breeding floor for comparability in relation to over-polished posts. Our knowledge reveals that 12% of male Gen Zs and eight% of feminine Gen Zs really feel ‘an excessive amount of time spent on social media’ contributes to their loneliness. Equally, 10% of males and eight% of ladies cite ‘strain from social media’ as an element.
To face out, manufacturers should rethink how they present up on-line. As a substitute of perpetuating unattainable beliefs, lean into realness. Gen Z craves transparency and relatability—suppose much less polished, extra off the cuff. Manufacturers like Glossier have nailed this by encouraging user-generated content material and embracing imperfections, proving that authenticity doesn’t simply join; it converts.
Designing for inclusion: Merchandise that construct connection
The loneliness epidemic additionally underscores the demand for services and products that foster real interplay. Gaming manufacturers like Epic Video games have turned Fortnite right into a social hub the place gamers can join past gameplay. Equally, subscription platforms like Peloton have constructed communities the place customers help one another in shared targets.
For product builders, the lesson is obvious: design with connection in thoughts. Whether or not it’s a bodily product or a digital expertise, think about how your providing can facilitate significant interactions. This extends past performance to emotional resonance—how does your product make customers really feel? Does it deliver them nearer to others?
Bridging the hole: Successful Gen Z expertise
It’s not nearly promoting to Gen Z; it’s about recruiting and retaining them, too. Loneliness impacts office dynamics, making it more durable for youthful workers to construct robust skilled networks. Analysis reveals that societal expectations have a bigger impression on Gen Z than different generations, with 16% naming these expectations as an element of their loneliness, in comparison with simply 4% of child boomers.
Manufacturers critical about attracting Gen Z expertise should create office cultures that prioritize connection and well-being. This implies providing mentorship packages, fostering collaboration, and guaranteeing workers really feel supported—not simply professionally however personally. Corporations that succeed on this space will achieve not solely loyal workers but in addition ambassadors who amplify the model’s ethos.
What manufacturers can do proper now
- Lean into empathy: Understanding Gen Z’s struggles with loneliness permits you to craft campaigns that resonate on an emotional degree. Concentrate on storytelling that displays their realities and values.
- Foster real-world connection: Digital could also be their area, however Gen Z values real-life experiences. Experiential advertising—from pop-ups to group occasions—can bridge the hole between on-line and offline worlds.
- Reimagine your messaging: Transfer past aspirational tropes and intention for relatability. Gen Z doesn’t need perfection; they need realness.
- Create communities: Whether or not via social platforms, apps, or bodily areas, supply alternatives for Gen Z to attach with like-minded people.
Last ideas
Gen Z’s loneliness isn’t only a social challenge; it’s a branding problem and a chance. By understanding and addressing their want for genuine connection, manufacturers can create campaigns, merchandise, and workplaces that don’t simply promote—they resonate. The manufacturers that rise to this problem received’t simply win Gen Z’s enterprise; they’ll earn their belief.
