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 p...

A study has revealed that the loneliest demographic in Australia is middle-aged men, who often deprioritise friendships for familial and financial reasons. Understanding of men’s mental health issues is shifting, and people are looking for support for communities whose needs may often be overlooked.

Gen Zers’ friendships really took a hit during the pandemic, resulting in periods of isolation that have filtered through to the post-pandemic era. Brands have an opportunity to help them navigate connections in new ways through strategies that feel natural and authentic.

Budweiser Canada has launched a friendship-focused campaign, asking men to consider what life would be like without their friends. Given that many adult men admit they struggle to maintain relationships with their buddies, the campaign aims to remind them of the power of friendship.

Record-high search volumes for how to meet and make friends reflect the continuing loneliness epidemic in the US. As Gens Z and Y struggle to form meaningful connections, brands can combat loneliness by fostering authentic relationships and using technology to support human interaction.