People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

East Asian Girl Gang connects East Asian women in London, providing a safe space for community and solidarity. In an increasingly lonely social landscape, people are turning towards smaller communities for support and companionship – leading brands to champion and build networks of care.

Social connection is down and screen time is up, resulting in widespread feelings of isolation. While this affects all kinds of people, women and gender non-conforming individuals are lonely at disproportionate rates. So, how can brands foster more human interaction and caring in the world?

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.

Libraries are growing as spaces for healthy socialization among Gen Zers, who have begun flocking to the spaces to meet like-minded compatriots. Young people are looking for wholesome, productive ways to socialize, eschewing digital spaces for analog, community-driven experiences.