Understanding Gen Z’s loneliness epidemic

If you’re a global brand, agency, or CMO looking to win over Gen Z, here’s the uncomfortable truth: the most connected generation in history is also the loneliest. Our research, conducted in November 2024, represents 1,821 Gen Zs around the world, shows that this generation experiences loneliness more than any other. Eight in 10 Gen Z respondents (80%) agree they’ve felt lonely in the past 12 months—a stark contrast to just 45% of baby boomers. This paradox has profound implications for how brands communicate, advertise, and develop products that resonate with this cohort navigating a loneliness epidemic.

The loneliness paradox: What it means for brands

Despite being digital natives, Gen Z is more disconnected than ever. While social media is central to their lives, it often amplifies feelings of inadequacy and isolation. Highlight reels and influencer culture leave many feeling like they’re falling short. Add to this societal and economic pressures—such as academic stress, climate change, and financial instability—and it’s clear why Gen Z is struggling.

Our data shows that only 15% of Gen Zs have ‘never’ felt lonely in the past year, compared to 54% of baby boomers. Low self-esteem (28%), being single (24%), and mental health challenges like social anxiety (24%) are among the key drivers of this epidemic. Notably, loneliness hits male Gen Zs particularly hard, with over a third (31%) citing being single as a factor, compared to just 17% of female Gen Zs.

For brands, this reveals an opportunity and a responsibility: Gen Z doesn’t just want to be entertained or sold to; they want to feel seen and understood. Brands that succeed in connecting with this generation move beyond superficial campaigns. They create spaces—digital and physical—where Gen Z feels empowered, validated, and part of something larger. Think of Nike’s community-focused initiatives or Dove’s campaigns championing authenticity. These efforts don’t just drive sales; they build loyalty by addressing a deep-seated need for connection.

Digital disconnection: The role of social media

Social media is both Gen Z’s lifeline and their Achilles’ heel. While platforms like TikTok, Instagram, and Snapchat are central to their social lives, they can, unfortunately, be a breeding ground for comparison when it comes to over-polished posts. Our data reveals that 12% of male Gen Zs and 8% of female Gen Zs feel ‘too much time spent on social media’ contributes to their loneliness. Similarly, 10% of men and 8% of women cite ‘pressure from social media’ as a factor.

To stand out, brands must rethink how they show up online. Instead of perpetuating unattainable ideals, lean into realness. Gen Z craves transparency and relatability—think less polished, more off the cuff. Brands like Glossier have nailed this by encouraging user-generated content and embracing imperfections, proving that authenticity doesn’t just connect; it converts.

Designing for inclusion: Products that build connection

The loneliness epidemic also underscores the demand for products and services that foster genuine interaction. Gaming brands like Epic Games have turned Fortnite into a social hub where players can connect beyond gameplay. Similarly, subscription platforms like Peloton have built communities where users support each other in shared goals.

For product developers, the lesson is clear: design with connection in mind. Whether it’s a physical product or a digital experience, consider how your offering can facilitate meaningful interactions. This extends beyond functionality to emotional resonance—how does your product make users feel? Does it bring them closer to others?

Bridging the gap: Winning Gen Z talent

It’s not just about selling to Gen Z; it’s about recruiting and retaining them, too. Loneliness affects workplace dynamics, making it harder for younger employees to build strong professional networks. Research shows that societal expectations have a larger impact on Gen Z than other generations, with 16% naming these expectations as a factor in their loneliness, compared to just 4% of baby boomers.

Brands serious about attracting Gen Z talent must create workplace cultures that prioritize connection and well-being. This means offering mentorship programs, fostering collaboration, and ensuring employees feel supported—not just professionally but personally. Companies that succeed in this area will gain not only loyal employees but also ambassadors who amplify the brand’s ethos.

What brands can do right now

• Lean into empathy: Understanding Gen Z’s struggles with loneliness allows you to craft campaigns that resonate on an emotional level. Focus on storytelling that reflects their realities and values.
• Foster real-world connection: Digital may be their domain, but Gen Z values real-life experiences. Experiential marketing—from pop-ups to community events—can bridge the gap between online and offline worlds.
• Reimagine your messaging: Move beyond aspirational tropes and aim for relatability. Gen Z doesn’t want perfection; they want realness.
• Create communities: Whether through social platforms, apps, or physical spaces, offer opportunities for Gen Z to connect with like-minded individuals.

Final thoughts

Gen Z’s loneliness isn’t just a social issue; it’s a branding challenge and an opportunity. By understanding and addressing their need for authentic connection, brands can create campaigns, products, and workplaces that don’t just sell—they resonate. The brands that rise to this challenge won’t just win Gen Z’s business; they’ll earn their trust.