Connection Course Correction
Society reverts backwards to combat loneliness.
1. The great recalibration.
Consumers and brands alike are rebuilding the infrastructure of pre-social-media society, from 9-5 desk careers to offline communication and intergenerational living. Influencer flight to corporate life is in full swing as content creators recognize the psychological detriments of commodifying one's life and always being "on." TikTok star Ana Wolfermann recently spoke out, hoping to trade her 1-million followers for a regular job. As other influencers glorify the 9-5 grind and consumers report higher rates of happiness without smartphones, expect career aspirations to shift from creator to corporate. The desire for normalcy extends to community living. In Japan, home goods brand Muji is tackling loneliness by refurbishing intergenerational middle-class housing projects to attract young residents, featuring social events with older residents.
2. Long live libraries.
The library becomes a focal point in restoring and strengthening community connections, with commercial opportunities aplenty. In Seoul, the new Starfield shopping mall smartly anchors stores around a high-design public library as a foot traffic magnet. Paris department store Le Bon Marché currently has a library-themed exhibition on display. Pushing a more pointed program, for International Women's Day Aesop turned mainland China stores into libraries for works written by women or focusing on the female experience. Consider readerly retail for physical footprints and aesthetic fodder to resonate with this romanticism.
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3. Friend-making clubs flourish.
The rise of friend-making clubs reflects a growing desire for meaningful connections amid rampant hustle culture and a loneliness epidemic, providing designated spaces for cultivating relationships and diversifying social circles. While new member clubs like Maxwell Social aim to foster better relationship-building than Soho House, Chelsea Living Room reestablishes the restaurant as a social community enclave with a cozy lounge and supper-club programming. Stripping down the luxury lean, Shaka Club organizes weekly social events for 20-30-somethings in New York City.
4. Matchmaking remade.
Dating the old-fashioned way comes back into focus. Fatigued by dating apps but still socially rusty, singles are seeking romantic guidance and the safety net of peer recommendations. Enter Met Through Friends; a bespoke dating service offering friends-of-friends singles events and courtship coaching. Keep an eye on the rise of romance consulting and the partnership potential between friend-making, matchmaking, and community-driven hospitality.
