According to psychology, loneliness peaks in young adulthood and late life, following a U-shaped pattern. The factors leading to social isolation differ significantly between early adulthood and later life.

In later life, people face isolation due to factors you might expect:loss of spouse and close friends, shrinking social networks, health issues, and mobility limitations. However, in early adulthood, the factors contributing to loneliness are more closely related to the pressures of modern life: academic and career pressures, changing social norms, economic challenges, digital and social media influence, financial insecurity, and delayed independence. All these factors contribute to the feeling that Gen Z-ers have difficulty keeping up with a rapidly changing modern society while still aiming for the same traditional milestones older generations did, such as home ownership, family, and stability.

Gen Z, in particular, faces unique challenges compared to previous generations, including a housing crisis and increased cost of living. In fact, 40% of Dutch Gen Z live paycheck to paycheck, with a significant portion worried about inflation and high living costs.

As a result, many young adults are postponing traditional life milestones such as living alone, finding a partner, or having children. While this situation may seem disheartening, but it’s important to note that as these circumstances become more common, people might feel less alone in their experiences. And as a brand you can contribute to a more realistic portrayal of early adulthood, like IKEA x DAZED did here. Think of acknowledging and normalizing non-traditional life paths or highlighting the diverse experiences of young adults.

By reframing these experiences as a new norm rather than exceptions, brands can help alleviate feelings of isolation and create a more inclusive narrative for young adults. This approach can foster a sense of belonging and reduce loneliness among those who may feel like outsiders in traditional life trajectories.

*🦧 Orangutans have the longest childhood dependency of any animal besides humans. Young orangutans stay with their mothers for an extraordinary 8 to 12 years, learning critical survival skills in the rainforest