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.

We see it on client briefs every day: “We want to be part of culture. How can we tap into Gen Z and cultural moments?” Every brand wants to be part of the zeitgeist, the hot brand everyone’s talking about. They point to E.L.F., Liquid Death, and other breakout brands and say, “We want that energy. We want that connection.” 

In a world overflowing with choices, the brands that truly succeed are those that connect with people on a deeper level—where trust, emotion, and authenticity merge to create real relationships. This goes beyond simple loyalty; it’s about deeper relationships. And when customers love your brand, they become your biggest fans and advocates, returning time and time again. But building those relationships aren't easy. It takes effort, consistency, and a well-executed integrated marketing strategy.

What do brands that are universally loved have in common? They’ve invested time, energy, and resources into building strong relationships with their consumers. Just like any lasting relationship, creating a beloved brand requires consistent effort, trust, and a deep understanding of your audience’s needs. The payoff? Long-term brand fans and advocates. Exactly what every brand dreams of.