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The past five years have undoubtedly been quite challenging for a significant part of the population. A global pandemic, civil unrest, the need for tolerance towards all individuals, and political situations that have led to the division among citizens are just some of the issues that have left many feeling a sense of loneliness.
The following excerpt is from Citizen Relations's first-ever global Citizen Connections Report. The report sheds light on the fact that people worldwide crave more connection, but they are unable to attain it. This "Connection Deficit" is caused by limiting our social circles, the need to move past the "online vs IRL" debate, and our own mental health obstacles.
Loneliness and a crisis in connection is a major social issue globally, and the Citizen Connections Report identifies and unpacks shifting patterns in behaviours driving this issue. For example, our social circles are shrinking — and 15% of respondents have lost friends due to polarization with 20% of people more anxious since the pandemic. While you might not have ever felt loneliness yourself, there is someone within your circle who has felt it. The report also revealed that 50% of Gen Zers believe mental health is a societal issue where brands should play a role to help bring about change.
What is the problem?
According to their research - the pandemic played a large role and certainly "amplified the crisis of connection, the reality is that loneliness and isolation had already begun increasing before 2020." Ongoing clinical trials by Mount Sinai Hospital in Canada attribute 45,000 deaths a year to loneliness. The UK government even appointed a Minister of Loneliness in 2018, calling the issue “one of the greatest public health challenges of our time”.
What do consumer want?
- Almost universally, people desire more connection - but they're held back. And this gap is what we call "The Connection Deficit."
- 74% think more about who they spend time since the pandemic
- Nearly 30% are less likely to talk about anything controversial
- 15% have lost friends due to polarization, while 16% have found new friends that share their beliefs
According to 2023 U.S. Surgeon General’s Advisory:
- Humans are wired for social connection, but we’ve become more isolated over time
- Social connection significantly improves the health and well-being of all individuals
- Social connection is vital to community health and success
What do people need more of?
Not surprising, people need better connection bth online and offline:
- 78% prefer spending time with others in real life. Why? Improved communication & camaraderie
- A quarter found resonance in discovering like-minded individuals online. Why? Convenience and specificity
- Only 12% of total respondents trust those that they meet online
When do people feel a sense of loneness?
- 57% of our respondents agree with the statement “I feel lonely sometimes even when I am surrounded by people”
- 20% say they are more anxious in social settings
- Mental Health was the #1 social issue respondents want to see brands addressing
What role do brands play with helping people feel good?
During their research, the agency discovered that brands have a significant impact on people's emotions, their engagement with customers, and their ability to foster stronger connections. Products and services can often contribute to the creation of high-quality relationships, which in turn help people to live longer and healthier lives. Some of the ways include:
- Let purpose drive the change
- Help people disagree better
- Change the online/ offline conversation
What does the changing reality of loneness look like?
The Citizen Connections Report also found an impact as a result of people feeling lonely:
- 30% are less likely to talk about anything controversial
- 15% have lost friends due to polarization, while 16% have found new friends that share their beliefs
It is not surprising that social media has a significant impact on how people feel, both positively and negatively, all over the world. The Citizen Connections Report has explored the influence of popular social networks on people's emotions.
The Citizen Connections Report can be accessed here, and includes many more key insights and revelations that will surprise many.
