{"id":8847,"date":"2025-07-11T01:17:27","date_gmt":"2025-07-11T05:17:27","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/11\/loneliness-the-crisis-brands-keep-ignoring\/"},"modified":"2025-07-11T06:34:00","modified_gmt":"2025-07-11T10:34:00","slug":"loneliness-the-crisis-brands-keep-ignoring","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/loneliness-the-crisis-brands-keep-ignoring\/8847\/","title":{"rendered":"Loneliness: The Crisis Brands Keep Ignoring"},"content":{"rendered":"\n

By Katie Brown, Director of Business Strategy at Luquire<\/em><\/p>\n\n\n\n\n\n

At a time when our industry is buzzing about summer, Cannes campaigns, and Pride activations, we may have missed something.<\/p>\n\n\n\n\n\n\n\n

June included Global Loneliness Awareness Week<\/strong>\u2014and if you’re in marketing, there’s a good chance you didn\u2019t even know that. I almost didn\u2019t either.<\/p>\n\n\n\n\n\n\n\n

And that\u2019s the problem.<\/p>\n\n\n\n\n\n\n\n

I\u2019ve spent years on teams working to build brands that aim to connect with people\u2014through stories, communities, culture. This isn\u2019t new \u2013 it\u2019s the heartbeat of our industry. But something hit me recently, as I sat in a room full of colleagues, workshopping a \u201chuman angle.\u201d We barely looked up from our screens. We were all each in our own AI bubbles creating hypothetical humans and situations. We were talking about connection, but were we actually working to create it?<\/p>\n\n\n\n\n\n\n\n

We say we are. But let\u2019s be honest: many of the tools we build, campaigns we run, and experiences we architect are doing the opposite. We\u2019re pushing people deeper into curated feeds and filtered envy. We\u2019re delivering \u201cpersonalized\u201d content that makes you feel more alone in your algorithmically determined silo. We\u2019re engineering experiences that look like community but feel like comparison.<\/p>\n\n\n\n\n\n\n\n

And I say \u201cwe\u201d because I\u2019m in it too.<\/p>\n\n\n\n\n\n\n\n

I\u2019m a strategist and a marketer, a maker of insights and ideas. But I\u2019m also a mom, a partner, a friend\u2014and some days, I\u2019m just another human trying not to drown in a sea of \u201clikes\u201d that don\u2019t mean anything and notifications that never end.<\/p>\n\n\n\n\n\n\n\n

And I\u2019m wondering: if I feel this way, what are we doing to everyone else?<\/p>\n\n\n\n\n

Loneliness Is the Epidemic Nobody in Our Industry Is Talking About<\/strong><\/h2>\n

In 2023, the U.S. Surgeon General declared loneliness a public health crisis, citing the equivalent health impact of smoking 15 cigarettes a day. And yet, in an era obsessed with cause marketing, social good, and emotional storytelling, almost no major U.S. brand has taken meaningful, true ownership of this issue.<\/p>\n\n\n\n\n\n

When you stop to think about it, loneliness is more universal than climate change, more personally painful than inflation, and more emotionally contagious than COVID. It doesn\u2019t need a translation strategy. And still, we\u2019re treating it like someone else\u2019s problem. Worse: we might be fueling it.<\/p>\n\n\n\n\n

Connection Theater Is Not the Same as Actual Connection<\/strong><\/h2>\n

Most of us spend our days building brand moments designed to hold attention, not foster presence. We optimize for engagement, not enrichment. We reward FOMO over fulfillement. And frankly, we do it because it works.<\/p>\n\n\n\n\n\n

We say we want to be \u201cpart of culture,\u201d but the hard truth? Culture is lonelier than ever. So if we\u2019re truly \u201cin it\u201d, we need to stop pretending that participation alone is progress.<\/p>\n\n\n\n\n

So Now What?<\/strong><\/h2>\n

Here\u2019s what we\u2019re challenging our agency\u2014and our industry\u2014to do this week and beyond:<\/p>\n\n\n\n\n

1. Ask if your brand is solving for connection—or simulating it.<\/em><\/h4>\n

Simulated connection looks good in a brief. Real connection makes people feel seen, not targeted. This isn\u2019t about guilt, it\u2019s about clarity. Let\u2019s ask if we\u2019re designing to build actual relationships or just deliver more content?<\/p>\n\n\n\n\n

2. Treat loneliness like the next great brand cause—because it is.<\/em><\/h4>\n

It\u2019s unclaimed. It\u2019s urgent. And it\u2019s everywhere \u2013 elders, new parents, Gen Z-ers, agencies. It transcends demographics and defies segmentation. What other issue can you say that about?<\/p>\n\n\n\n\n

3. Design for togetherness, not just traffic.<\/em><\/h4>\n

What would it look like if a brand measured success by the depth of connection, not just the breadth of impressions? How would your CX change if your KPI was \u201creduced loneliness\u201d instead of \u201creduced friction\u201d?<\/p>\n\n\n\n\n

Brands Can’t Fix Loneliness. But We Can Stop Making It Worse.<\/strong><\/h2>\n

Let\u2019s think about how we can move beyond our favorite glossy anthem ads. Maybe we try quieter interventions, holding intentional space and real presence within our brand work. Human-first creative that respects attention while cultivating connection.<\/p>\n\n\n\n\n\n

We work in an industry that shapes how people experience the world, and we know that comes with responsibility. Let\u2019s bravely think about what we \u2013 and the brands we champion – can do about loneliness. Maybe even, together.<\/p>\n","protected":false},"excerpt":{"rendered":"

We work in an industry that shapes how people experience the world, and we know that comes with responsibility. 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