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Listening alone? You are still part of something bigger

Music is key in many subcultures—it unites, energizes, and creates shared experiences. Whether it’s at a festival, a club, or just singing lyrics out loud in the car with friends, music is often a social affair. But here’s the thing, even when you’re alone, rocking out to your favorite song in your room or vibing to a playlist on a solo road trip, it can still be a deeply social experience. Sounds counterintuitive right? 


Age of Solitude 

We are living in the Age of Solitude—a time wherein people are spending more time alone than ever before (we wrote about this here.) But being alone doesn’t necessarily mean being lonely. The way we consume media, interact online, and even listen to music has evolved. Our solitary experiences are still rich with connection—we just experience them in a different way.


Listening as social experience 

A recent study, featured in Futurity, sheds light on how listening to music alone can still be a social experience. Researchers found that music has a unique way of making us feel connected, even when no one else is around thanks to parasocial relationships—one-sided emotional bonds between fans and artists. A recent study featured in Futurity highlights how music fosters connection even in solitude. Through memory, shared fan culture, and emotional resonance, the simple act of pressing play can transport us to a shared space—whether that’s recalling a concert moment, feeling in sync with an artist, or bonding over lyrics with an online community.

When we listen to our favorite songs, we engage in three key social surrogate pathways:

  1. Parasocial bonds – Listeners feel personally connected to artists, as if they understand or relate to them on a deeper level.
  2. Immersion in a shared world – Music transports listeners into a collective experience, whether it’s through streaming parties, online fandoms, or reliving concert memories.
  3. Reminders of others – Lyrics and melodies can evoke memories of friends, loved ones, or past experiences, reinforcing social belonging.

 

A shared world

Take Hans Zimmer’s score for Interstellar or John Williams’ iconic Harry Potter theme—these compositions instantly transport listeners into a shared world. Even when listening alone, the music evokes emotions tied to the films, creating a communal experience with millions of other viewers who associate the same melodies with the same cinematic moments.

So, whether you’re in a stadium surrounded by thousands or in your bedroom with headphones on, music is still a social act. It connects us to memories, emotions, and even strangers across the world. 

“This research is another puzzle piece that shows how little things we do in our everyday lives help us to be as healthy and happy as possible.” –Elaine Paravati, University at Buffalo


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Meera Radhoe

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Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

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Kees Elands

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Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

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  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

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Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

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Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

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Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist