Loneliness isn’t just a fleeting feeling; it’s a growing problem in the U.S. that’s shaping the way consumers engage with each other and with the world around them. According to The Cigna Group’s 2025 Loneliness in America Report, nearly 58% of U.S. adults report feeling lonely, with Gen Z (67%) and Millennials (65%) leading the way. As the holiday season approaches, expectations around what we’re supposed to be feeling and social media posts showing how much fun everyone else seems to be having can amplify those feelings even more. Surprisingly, beyond feeling disconnected, loneliness can have far-reaching impacts, including how they build trust and choose brands.
For marketers, this isn’t a problem to sidestep; it’s an opportunity to lead with connection. When people feel seen, heard, and part of a community, they don’t just engage; they return, advocate, and stay loyal. Experiential marketing is one of the most powerful ways to create that sense of belonging, bridging physical and digital spaces to make every interaction meaningful.
Here’s how brands can build experiences that close the connection gap and turn human connection into lasting loyalty.
- Design Experiences That Make People Feel Seen
Belonging starts with feeling understood. Cigna’s research shows that lonely adults are less than half as likely to rate their mental health as excellent or very good (34%) compared to those who feel connected (73%). Experiences that acknowledge and reflect people’s individuality, whether through inclusive pop-ups, small-group gatherings, or purpose-driven activations, don’t just entertain; they build emotional equity. This matters because when people feel seen, brands gain more than attention—they gain trust, advocacy, and loyalty.
- Go Phygital to Expand Access and Connection
Blending the physical and digital allows brands to connect with more people, everywhere. Seamless, tech enabled pop-ups and livestreamed events make it possible to include audiences who can’t attend in person, extending the sense of community beyond walls. Loneliness doesn’t discriminate. Cigna’s data shows it affects every generation and geography. Phygital experiences break barriers, turning access into empathy and scale into shared connection.
- Build Communities Around Shared Purpose
Loneliness disappears where purpose thrives. Brands that create communities rooted in shared values like wellness, creativity, equity, or sustainability transform one-time customers into engaged advocates. Reoccurring events, cause-driven activations, or cultural collaborations give audiences a reason to come back, creating trust and loyalty. Connection becomes part of their lives, not just part of a campaign.
- Turn Spectators into Co-Creators
Connection deepens when people participate. Interactive installations, co-creation workshops, and storytelling moments invite audiences to shape the experience themselves, creating ownership and pride. People remember how something made them feel more than what they saw. When they help create it, they carry that sense of belonging and loyalty long after the moment ends.
Ready to Build Connection and Loyalty?
It’s time to take the lead and create brand experiences that make people feel seen, valued, and part of something bigger. The most successful brands foster belonging, spark genuine connection, and build real relationships. Your audience is ready to engage, are you ready to lead?
Contact us today to discover how your brand can go beyond transactional engagement and build long-lasting brand advocacy.
