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Why Events Are the Cure for Loneliness – And How Brands Can Build Community
In an age of constant digital connectivity, loneliness is on the rise. In 2023, 8.4 million people in the UK lived alone, and remote work has only heightened the situation. The average Brit now has just 3.7 close friends, down 30% in a decade. We may be more "connected" than ever online, but the need for in-person, authentic connections is stronger than ever.
That’s where events come in. People aren’t just attending events—they’re investing in them to build real connections and fight loneliness. In fact, in Q3 of 2024, UK companies boosted their event budgets by 9.9%, and the UK events market is set to hit $139.9 billion by 2032. But how can brands tap into this growing demand and use events to build meaningful communities? Let’s dive in.
Events Combat Loneliness and Foster Connection
Loneliness is a growing concern, but events are a solution. 41% of UK shoppers say local events help create a sense of togetherness. In an era dominated by social media and digital interactions, events provide a rare space for real, unfiltered connections that last long after the doors close. They allow people to engage in meaningful, vulnerable conversations—something that’s hard to replicate online.
How Brands Can Build Community Through Events
- Create Safe Spaces for Authentic Connection
Design events that allow for real, raw conversations about mental health, personal growth, or shared interests. These spaces help foster deeper, more meaningful relationships. - Focus on Community Over Transactions
People don’t want to feel like just another attendee—they want to belong. Build events around shared values like sustainability, wellness, or hobbies. Aligning your event with a purpose helps attendees connect beyond transaction. - Facilitate Cross-Generational Connections
Loneliness isn’t limited to one generation. Design events that bring together people of all ages. This could include mentorship programmes, panel discussions, or collaborative workshops, which help bridge generational divides. - Prioritise Intimacy and Empathy
Massive conferences are impressive, but people crave intimate experiences. Focus on smaller, personal events that allow for meaning. - Encourage Post-Event Connection
The sense of community shouldn’t end when the event does. Build in opportunities for attendees to stay connected through online communities, follow-up meetups, or ongoing events. This ensures the sense of belonging continues.
Events as a Catalyst for Change
Events are more than just an opportunity to showcase your brand—they’re a platform for brands to help combat loneliness and foster community. In today’s world, people are looking for more than just surface-level connections—they’re looking for belonging. And events are the perfect way to deliver that.
To discover what audiences truly want from events and learn how to foster a sense of community and belonging with your attendees, download our Unlocking Experiences report. Explore what different generations expect from events and future-proof your experiences with purpose and lasting impact.
