Loneliness is increasingly being recognized as a global challenge. In May 2023, the U.S. Surgeon General went so far as to call loneliness a public health epidemic, further cementing the severity of the problem. According to our new research, 43% of consumers say they feel lonely at least some of the time – a staggering number that brands can’t afford to overlook.
DEMOGRAPHICS AND METHODOLOGY
To understand how brands can help alleviate this crisis and potentially benefit by forging deeper customer relationships, our research gathered insights from 1,000 consumers and 500 retail executives across North America. We also supported our quantitative data with field research, attending and observing in-store brand events.
The results reveal a significant disconnect between what consumers want and what retailers are delivering. While 58% of consumers and 79% of retailers believe brands should do more to address loneliness, 63% of retailers rate themselves poorly in creating meaningful human connections.
MISSED OPPORTUNITIES TO CREATE COMMUNITY
Over 60% of consumers say they have never felt a sense of community with a brand. On the other hand, 69% say that hosting local events can make them feel more connected. Yet, retailers have not capitalized on this consumer desire, as only 16% of retailers host these types of events.
There’s also a missed opportunity online This missed opportunity also exists online: 46% of consumers would like to see dedicated brand communities on forums like Discord or Facebook, but only 6% of retailers currently use such platforms. This gap highlights an untapped market for brands willing to experiment with new approaches to customer engagement.
SERVICE IS THE BIGGEST BARRIER
Service excellence consistently emerges as a cornerstone of connection. Nearly half of consumers surveyed recall a customer service experience that made them feel deeply seen and understood – moments that can create an emotional connection and build loyalty. However, retailers struggle to deliver this quality of service. Low frontline pay, limited training, and staffing models that emphasize efficiency over relationship building were cited as key barriers.
CUSTOMERS WANT AUTHENTICITY FROM BRANDS
Authenticity and values play a critical role in building trust. Most consumers want brands to back up their stated values with real, tangible actions. Shying away from diversity or inclusion efforts- especially when they’ve been championed before- undermines credibility and can alienate those who are already marginalized.
The data paints a clear picture: brands that invest in meaningful connections will not only gain loyal customers but also a stronger reputation.
If you’re curious about the full scope of our findings on loneliness, connection, and how companies can bridge the gap, download our full study to learn how you can turn these insights into strategies that resonate with your consumers in an era where real human connection has never been more important.
