The rise of chosen (and not-so-chosen) solitude
COVID-19, digitalization, and growing individualism have changed how young people spend their time. Gen Z is spending more time alone than the older generation. We already explored this in our deep dive article The Age of Solitude. But Gen Z isn’t just choosing alone time. A 2023 study found that 65% of Gen Z report regular loneliness, often struggling to form deep friendships (Polish Academy of Sciences, 2023). Global research shows similar patterns, with around 80% of young people saying they feel lonely despite being constantly connected (Global Youth Survey, 202). The result is intense digital activity without emotional closeness, and it is a paradox that defines this era.

Why this matters: identity, friction, and resilience
Humans are social by nature. Small moments of real-life interaction, conversations, spontaneous plans, and even mild conflict help shape identity and build emotional resilience. These everyday frictions are especially important during adolescence and early adulthood. A 2023 study found that even brief face-to-face interactions had a stronger positive effect on mental well-being than video calls (University of Essex, 2023). Digital communication may feel familiar and low-pressure, but it does not offer the same emotional depth or long-term support as in-person connection.

Chasing connections that don’t materialize
Social media and digital platforms often promise meaningful connection. But many Gen Z users report feeling more like spectators than participants. For example, 71% of Gen Z gamers say their online interactions offer only temporary relief, not a lasting connection (YPulse Gaming Report, 2023). Passive scrolling can lead to emotional distance and a sense of social stagnation. Rather than creating community, online spaces often encourage comparison more than belonging. This leaves many young people pursuing connections that never fully take shape

Brands’ role in the age of solitude
Brands have a unique opportunity to support young people and increase their relevance. One way is by bringing people together around shared interests. Gen Z’ers naturally find one another online through fandoms, subcultures, or niche hobbies. The next step is helping those communities bridge the gap between online and offline.

A great example is Two Girls 1 Formula, which began as a digital space for Formula 1 fans who felt marginalized in traditional, male-dominated motorsport culture. They now share tips on where to watch races with like-minded fans in real life, turning online connection into something physical. 

Similarly, Jordan Brand brought this concept to life in Paris with District 23, a six-week activation in the 18th arrondissement that transformed a historic department store into a community hub. The space combined basketball tournaments, art exhibitions, creative workshops, and a café, all centered on shared passions and accessible, social engagement.

By creating meeting points that feel authentic, low-pressure, and interest-based, brands can empower young people to reconnect in real life. In doing so, they help Gen Z rebuild the confidence and social skills that digital life has often left underdeveloped.