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.

A survey has found that Gen Zers and Yers are losing friends over their spending habits, eschewing the development of personal relationships for financial reasons. The cost of living crisis is exacerbating loneliness among young people – one of potentially several unforeseen social consequences.

Friendship has been neglected in favour of romantic relationships for a long time. But now people – especially Gen Zers – increasingly realise how important it is for their social fulfilment, longevity and happiness, and are looking for new ways to create nourishing relationships.