TREND 04
Depth over distance
Technology has made it easier than ever to bridge distances – reuniting old friends, keeping loved ones close no matter where they are and connecting with those who share similar passions. Yet, this hyper-connectivity often comes at a cost. While we are more "connected" than ever, many feel increasingly disconnected. In fact, 62% of people worldwide say it’s harder than ever to build meaningful connections.
While reaching many is effortless, building deep and lasting connections requires more focus, time and emotional investment. Today, the challenge lies in balancing broad networks with true intimacy.
In a sea of surface-level interactions, people increasingly crave relationships where they feel truly seen, heard and understood. We want connections that resonate on a human level, not just through a screen. In this new search for depth and intimacy, people are increasingly being intentional in their relationships. A deliberate choice in investing time and developing intimacy.
CASE
Norwich City FC - Minute unsilenced
UK - Sports
Norwich football club teamed up with Samaritans, a charity dedicated to reducing feelings of isolation that can lead to suicide, to bring mental health awareness to the forefront, promoting the power of simply talking. The club encourages fans to break the silence and start a conversation with those around them.
While the importance of quality over quantity in relationships spans all generations, there are notable differences in how these connections are valued. Younger generations, like Gen Z and Millennials, thrive in broader networks, appreciating the diversity and reach that technology enables. Meanwhile, Gen X and Baby Boomers prioritise depth, preferring fewer but more intimate relationships where trust and understanding run deep.
Gen Z
Gen Y
Gen X
BabyBoomers
% find it harder than ever to build meaningful relationships
“I believe social media is a hindrance to building deeper connections with individuals because we’re simply connected to too many people at the same time.”
Male, Gen Z, DE
CASE
Peoplehood
US - Health & Wellness
Founded to combat loneliness and facilitate building high quality human connections, Peoplehood facilitates gatherings, from personal, to romantic, professional and networking.
“I have relatives who live in another country, so I use social media to stay in touch with them, but it remains very much a remote relationship, even when we use video-based media. So, I do think it gets in the way of closeness… I'd much rather have relationships with people I can actually see.”
Male, BB, UK
“Dating apps like Tinder have deteriorated what it means to have a meaningful conversation or relationship. These platforms often treat relationships almost as a joke – they don’t take them seriously. We're just throwing out lines, not putting our best foot forward. Over time, this has somewhat diminished the value of being in a good relationship.”
Male, Gen Z, PH
CASE
Tinder - It starts with a swipe
Global - Technology
Tinder's "It Starts with a Swipe" campaign aims to challenge the stereotype that the app is solely for casual hookups. Instead, it seeks to reposition Tinder as a platform where Gen Z can forge meaningful connections. Research from the app reveals that a significant portion of its users, particularly Gen Z, are seeking genuine, long-term relationships.
Brand takeaway
What does this mean for brands?
For brands, this shift emphasises the need to foster real, meaningful connections with consumers. People are not just looking for products; they want brands that engage with empathy and authenticity, offering solutions that resonate with their lives.
Brands need to prioritise experiences that encourage meaningful interactions, focusing on features that help consumers share, connect and engage on a personal level.