Darshita Goyal is a lifestyle and culture writer who specialises in stories featuring Gen Z. She’s been published in 

, Mashable, and Refinery29, among other global publications.

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

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Christine H. Tran is an Assistant Professor at the University of Toronto whose research focuses on gender and race in professional gaming, with a current emphasis on marginalised Twitch streamers as innovators in the creator economy. She has previously been featured in 

and has peer-reviewed academic research on gendered professional live streamers.

Gen Alpha (born 2011-present)

Gen Z (born 1997-2010)

United States

Media and Entertainment

Gaming

Forbes

Variety

The New York Times

Demand Sage

Netflix

TechCrunch

Statista

The Entertainment Software Association

Deloitte

Games Industry

Interview with Christine Tran conducted by the author

Zipdo

The Verge

Pew Research Center

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?