Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Niloufar Esmaeilpour is a Registered Clinical Counsellor from Lotus Therapy and Counselling Centre.

Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

United States

Media and Entertainment

TV, film, and social media video

Relationships and dating

Very Well Mind

The New Yorker

Variety

Verywell Mind

YouGov

Canvas8

Singles in America

Global Dating Insights

Interview with Niloufar Esmaeilpour conducted by the author

Fast Company

has held a mirror to modern relationship intricacies by exploring interpersonal dynamics, helping people better understand themselves and their partners. How is the show format demystifying the challenges young couples face?

Cultivate

Living Well

Connection and Belonging

How ‘Couples Therapy’ explores relationship complexity