“Anyone, anywhere, can be lonely or socially isolated. Across all ages and regions, loneliness and social isolation have serious impacts on our physical and mental health, and the well-being of our communities and society.” - World Health Organisation
In an era where we’re more digitally connected than ever, it seems paradoxical that loneliness is a growing global issue, yet the WHO has declared it a major health priority. In response, the organisation launched a commission in 2024 to combat the loneliness epidemic, with efforts running until 2026.
So, what does this mean for marketers? We’re seeing a huge push toward community. We’ve covered in a previous scoop the growing demand from consumers for authenticity from companies, but now it’s not just about brand authenticity any more, people are actively seeking a sense of belonging.
It’s impossible to ignore the pandemic’s role in shaping today’s social landscape. While concerns about loneliness existed as early as 2018 (with the UK government highlighting it as a major issue), the pandemic accelerated the problem.
The pandemic brought with it the rise in remote working, social distancing, and social isolation. The long-term effects are becoming more evident today, as the shift to remote working hasn’t changed back.
According to DataReportal’s 2025 report, the top reason people use social media remains unchanged: staying connected with friends and family.
[Source: Data Reportal 'Digital 2025: the state of social media in 2025']
While hyper-connectivity offers the illusion of closeness, many people are increasingly craving deeper, more authentic connections. Brands are noticing this shift and responding with campaigns that highlight kindness, personal growth, and the importance of relationships, both with ourselves and others.
Cadbury's limited edition "Made to Share" saw redesigned packaging that celebrates everyday acts of kindness and generosity that make life a little bit sweeter. Each bar giving an example of how the bar can be split between the people you love and care about.
On's collaboration with Elmo pushes back on the usual "Go hard or go home" messaging within the fitness sphere. This campaign champions the idea that sometimes the best way to progress is by being kind to ourselves. The message is simple: “Running has always been associated with pushing limits, but success isn’t just about intensity,” says On CMO Alex Griffin.
In a time when people are battling burnout, brands like On are advocating for self-compassion while creating an emotional connection with the audience, showing that brands care about mental health as much as physical fitness.
Sweaty Betty brings the same theme of gentleness to their fitness campaign with the message “Don’t sweat it.” They promote fitness that fits each person’s individual needs, recognising that everyone’s journey looks different. This approach encourages people to move their bodies in a way that’s kind to themselves, not just driven by unrealistic expectations or societal pressures.
Family-focused content isn’t new on social media, but there’s been a noticeable shift - particularly on TikTok - where Gen Z is embracing their relationships with their parents in a new way. As they transition into adulthood, many are realising that their parents aren’t just authority figures, they’re actually great company.
Brands are leaning into this trend by partnering with influencers who showcase family moments, like mother-daughter spa nights featuring skincare products from Garnier. These collaborations tap into the emotional connection audiences have with their own families, making content feel more relatable and shareable.
But it’s not just Mums, Dad content is getting its moment too. A wave of TikToks features Gen Z coming to terms with the fact that they now genuinely find Dad jokes funny. The same jokes they once groaned at are suddenly hitting differently, reflecting that inevitable moment when you start to understand your parents in a whole new way.
Connection. That’s the trend of the moment, but it’s more than that. This one has been slowly growing into more of a cultural movement, and we’re only going to see it getting bigger and bigger. Especially as we move more into an AI driven, technology-first world. Humankind needs connection, and the time has passed for taking real connections for granted. It doesn’t matter if it’s the family you were born with, or the family you make along the way.
If you’re suffering with feelings of isolation or loneliness, please don’t suffer alone. The NHS has a page full of resources to help: https://www.nhs.uk/every-mind-matters/lifes-challenges/loneliness/