Amid a loneliness epidemic, finding ways to build meaningful connections is crucial. While social support has typically centred on conversation, emerging research suggests gift-giving could be a key tool to help people feel more connected. How can giving gifts tackle loneliness, and what are the opportunities for brands to tap into?
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Dr. Holly Howe is an assistant professor of marketing at HEC Montréal. Having achieved her PhD in marketing from Duke University, Dr. Howe specialises in communications and helps brands understand how to communicate with their audiences in ways that build and maintain relationships. Her work has been published in several top journals, including The Journal of Consumer Research, The Journal of Consumer Psychology, and Psychological Science.
Flavia Russo is a behavioural analyst at Canvas8. After gaining her MSc in international development from KCL, she worked as a translator and researcher in the non-profit and political risk sectors. There, she gained experience conducting qualitative and ethnographic research, from which her passion for analysing cultural and behavioural trends develops. When not working, Flavia loves spending time with her many cats and dogs, travelling to exotic locations, or playing tennis.
