People are increasingly seeking community in response to rising loneliness, with 1.9 million young people in the UK being chronically lonely and 21% of adults in the US reporting frequent loneliness. But we’re beginning to see platforms like Strangers In The City and Timeleft emerging to combat this, offering in-person experiences such as candle-making classes and personality-matched dinners that encourage real-life connections.
This shift is particularly driven by Gen Z’s digital fatigue, with a third feeling overwhelmed by excessive screen time and online pressure. As a result, there’s growing interest in offline experiences and hobbies like vinyl collecting and chess and niche activities like hobby horsing. In late 2024, 22% of Americans engaged in artistic hobbies, rising to 31% of Gen Zers and 35% of Gen Yers, signalling the increasing importance of hobbies in fostering connection.
Despite the stigma around loneliness – with 25% of adults feeling ashamed to be lonely – these events are changing the narrative, creating spaces where people feel comfortable seeking connection. Brands are tapping into this trend by hosting events that facilitate community. For example, the energy drink brand CELSIUS partnered with YouTuber David Dobrik for a pickleball event, and Patagonia aims to connect with climbing communities by hosting a series of get-togethers at climbing and outdoor festivals like the Valle Orco Climb.