so happy together (11.15.24)

A new review this week explores the link between technology and loneliness, finding that "while there was little evidence that tech directly causes loneliness (many socially connected, healthy people use plenty of tech), there was a strong correlation between the two. Specifically, those who reported feeling lonely might be using tech in unhealthy ways." For example, social media use can contribute to a sense of falling behind and increase the urge to compare oneself to others, while text messaging can turn communication from authentic to inauthentic (just think about how many times a text of yours was misinterpreted due to the lack of tone).

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A key takeaway is that the relationship between loneliness and technology is difficult to pinpoint, as not only is the technology people use constantly evolving, but so are the ways people embrace and use these technologies, as well as the cultural implications of those uses (think: how emojis are evolving, but also being co-opted, depending on your point of view).

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Was the summer of 2016, at the height of the Pokémon GO frenzy , really the last time tech brought us together in unity and community?

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But for every cloud, there is a silver lining. Yes, it's easy to argue that technology—smartphones, smart devices, apps, chatbots, portable gaming consoles, wearables, etc.—is increasingly being used as a tool for isolation (whether intentionally or unintentionally). However, this is a nuanced conversation that must consider factors ranging from long-lasting post-pandemic behaviors to the impact of hybrid work. The key question to focus on, though, is how we can use these same tools of isolation to foster connection. This isn’t?Field of Dreams—just because you build something for one use case, life finds a way, and often adaptation occurs through other uses. Technology may be a tool for driving isolation, but it can also be a massive unlock for connectivity and relationships. Think: finding new friends through online communities, remote group gaming, online dating apps, accessibility features, and tech that enables almost everyone to feel included.

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As marketers, we are focused on leveraging technology to build relationships and drive connection with consumers. So, how can we go beyond one-on-one connections and grow a community—one that creates a network of interconnected individuals? How can we help people not only feel part of something by aligning with and buying into our brands but also connect with like-minded others with whom they can build their own affinities and relationships? How do we connect the disparate dots of individuals to create a model of connected dots, where technology serves as a tool to unlock connection rather than isolation?

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What can you do to tap into the power of community and shared emotional, mental, and physical experiences to turn technology into a pro-connection tool in an age where isolation often feels like the default setting?