Nicolas Nhalungo is a Mozambican writer and researcher who focuses on business, culture, fashion, and history. As a third-culture kid, his interaction with distinctive cultures has contributed to his understanding of the world at large. As an aspiring pop culture anthropologist, he aims to help brands make sense of the evolving cultural zeitgeist. He has written for AMAKA, 

, Industrie Africa, OkayAfrica, and more, and has been featured in VICE, 

, and The Fashion and Race Database. He's a Council for International African Fashion Education fellow and an African Arguments fellow.

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

From decentralised autonomous organisations (DAOs)  run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

World Builders

Pija Ona Indriunaite has been working in brand marketing for the past seven years, starting her career in the automotive industry, then spending some time as a marketing coordinator at Google, and now working as a brand manager at Omnisend. Her day-to-day job is ensuring that Omnisend's tone of voice is consistent and different from its competitors.

Grace Duncan is the strategy director at SCREENSHOT Media, where she drives commercial growth and strategic marketing. She excels in understanding evolving social media strategies, ensuring success for both SCREENSHOT and its diverse brand clients.

Gen Z (born 1997-2010)

United States

Fashion and Style

Clothing, footwear, and accessories

Style

The Brand Hopper

High Snobiety

Interview with Grace Duncan conducted by the author

Teen Vogue

Hypebeast

Marketing Charts

Elle

Digiday

Interview with Pija Ona Indriunaite conducted by the author

New Wave Mag

Complex

The Business of Fashion

Campaign Monitor

L’Officiel

Edelman

Fashion label Marc Jacobs is distinguishing itself among the chronically online by leveraging celebrity endorsements and creative promotions on Gen Z-led platforms like TikTok. It’s showcasing how a brand can evoke positive emotions online and engage people suffering from attention fatigue.