Just in the past year, our world has gone through a myriad of major events – a strained global economy, multiple geopolitical issues (not to mention war), and climate catastrophes, to name a few.  But perhaps the most imperative issue that emerged is the loneliness epidemic.

In 2023, the US Surgeon General released his report on the epidemic of loneliness, declaring its health risks as deadly as smoking. In Canada, over 45,000 deaths a year are attributed to loneliness and the UK’s Minister of Loneliness – appointed in 2018 – has called loneliness one of the greatest public health challenges of our time. Finally, only a few months ago, WHO declared loneliness a global health crisis and formed a global Committee for Social Connection to tackle it.

All signs point in the same direction: in a post-pandemic world, we are facing a global crisis of connection.  At Citizen, our mission is to make every conversation count. And what is conversation if not a conduit to connection? Meaningful conversation is, at its core, a basic human need – and also the outcome of great marketing.

So we decided to investigate this global crisis of connection, to better understand where people currently stand and the opportunity for the PR industry to help. We surveyed 3,000+ consumers across the US, UK and Canada to see how they connect with each other, with society and with themselves. The first annual Citizen Connections Report, released late last year, shares the “Connection Deficit” we uncovered in our research; almost universally, people desire more social connection but are held back. Three major factors are driving this gap:

Selective social interaction: Post-pandemic, 74% of people have become more selective about their social circles. Political polarization has led to 15% losing friends, while 16% gained friends with similar beliefs, illustrating a shift in social dynamics.

The online-offline balance: While 78% prefer in-person interactions for better communication and camaraderie, a quarter also find value in online connections due to their convenience and specificity. However, trust in online relationships remains low, with only 12% trusting online acquaintances.

Mental health challenges: Mental health emerges as a significant barrier to connection. 57% of respondents feel lonely even in a crowd, and 20% experience heightened anxiety in social settings. Importantly, mental health is the top social issue people expect brands to address.

In today’s divided world our role as PR professionals and communicators is vital in bridging the gap the Connection Deficit has left. As communicators we are uniquely positioned to influence culture – to start conversations and bring communities together. And as trusted stewards and partners to organizations and shapers of public opinion, we have an opportunity to leverage global platforms and creative campaigns to foster meaningful social connection. While our campaigns are depictions of how our society moves, they also serve as guidance for how our society can move.

To do this, however, brands need to be open to shifting focus from value propositions and product differentiations. As Dr. Marcus Collins puts it, brands that focus on community and are able to facilitate deep connections will be the ones to come out on top. This doesn’t come easy; it requires bravery to create this space. Our report outlines four ways brands can start:

Letting purpose drive change: Organizations need to invest in tackling social connection the same way they invest in other purpose-led initiatives. The issue needs to be at the forefront of their campaigns because of how critical it is to our entire way of life. With this purpose in mind, brands are not only helping others connect, they’re also building resonance and affinity with their key audiences - one that will only benefit them.

Find weak ties: Small talk isn’t actually as insignificant as we thought. In fact, it has quite a positive impact on our wellbeing; it increases a sense of belonging and community. When we, then, choose to ‘turn off’ conversation as a preference in our Uber ride, we’re burrowing further into our core circles and weakening already weak ties. As PR practitioners, we should be quite skilled in finding those moments and help strengthen them.

Help people disagree better: In a world that is becoming increasingly polarized day after day, it is necessary to shift gears. Brands can play a big role, like Heineken recently did, to bring people together with acceptance and open-mindedness. That doesn’t mean brands have to change opinions, but rather encourage people to look past differences and still come together.

Change the “online vs. offline” conversation: Our report clearly shows there is no “either/or” when it comes to online and offline connections. The need now is for a more nuanced approach that can help consumers benefit from both to their full potential. This includes broadening our outlook when catering to key audiences, with the mindset that everyone has different needs and wants.

We’re already starting to see brands tackle this issue. In Amsterdam, for example, soup-brand Oma Soeps introduced designated green baskets across grocery stores that indicate the shopper is interested in making conversation with other shoppers. Hinge, the online dating app, collaborated with the Foundation for Social Connection to release a Distraction-Free Dating Guide, meant to help people connect in more meaningful ways on dates. More recently, alcoholic spritzer brand, Wilda, launched a “damp January '' campaign – a counterpoint to alcoholic abstinence with ‘dry January’ with the argument that it leads to less socialization and more loneliness. Damp January, on the contrary, encourages people to go out and socialize without over-consumption of alcohol.

Today’s global crisis of connection is urgent. If more social connection is what consumers desire and are held back from, what are the conversation-worthy moments and opportunities we can help to create? Beyond impressions and headlines, we as PR professionals can have a tremendous impact on one of the greatest health challenges facing society today if we put our minds to it.