We’re designed to be together.
There is ample research to support that connection has a significant role in our neurobiology. And yet we see more and more evidence that communities across the United States are being designed to support isolation and independence.
We say “it takes a village” and acknowledge the importance of community. And still we embrace societal norms, infrastructure, and technologies that push us toward self-reliance and overtime encourage a life of solitude.
We strive to lead “fuller” lives. And at the same time willingly succumb to the notion that expansive space, privacy, and independence are symbols of success and wealth.
These observations, among others, have led me to one question. How are we measuring the return on our lifestyle choices?
We’ve grown accustomed to solving problems with a few clicks.
Need groceries?
Need a ride?
How about a new home?
No worries. There’s an app at your service.
Even relationships have been commodified.
But in favor of convenience, we’ve compromised the deeper need for true connection. Quick fixes have become commonplace. We willingly ignore addictive design and forgive algorithmic shortcomings. And oftentimes, we accept a lesser result or no result at all while neglecting our innate tools for forming authentic connection, contributing to a growing epidemic of loneliness.
While space, solitude, and the conveniences of advancing technology offer certain benefits, there is mounting evidence that true wealth, when it comes to our well-being, lies in the quality of the connections we cultivate and the communities we nurture. Numerous studies such as those by Dr. Holt-Lunstad, Harvard Public Health, as well as Stanford Center on Longevity have shown that strong social ties contribute to better physical and mental health, increased happiness, and even longer life expectancy. Market research also indicates that Americans are placing greater emphasis on their health and happiness year over year, particularly since the COVID-19 pandemic. This shift is reflected in workforce trends, with employees prioritizing work-life balance and meaningful connections at work, as well as in consumer behavior, where people are increasingly supporting businesses that align with their values of well-being and community.
There’s no disputing it. In today’s world it’s not always easy to carve out time for meaningful connection. The demands of modern productivity, both real and perceived as a result of social media, leave little room for the kind of relationships that once formed the backbone of our communities. So, naturally, we’ve sought out more convenient alternatives.
Social media platforms have become a cornerstone of daily life for billions. Facebook’s 3 billion users spend an average of 19.7 hours per month on the platform. Instagram’s 2 billion users log in multiple times daily, racking up an average of 16.9 hours monthly. Despite platforms like LinkedIn, Pinterest, and Nextdoor serving more niche audiences, they still draw millions of users, contributing to a culture where quick, habitual, digital interactions are acceptable replacements for face-to-face connections (DataReportal – Global Digital Insights,Sortlist). The sheer volume of time spent online highlights the challenge of carving out space for meaningful, real-world relationships amidst the distractions of constant digital engagement and underscore our reliance on digital spaces for interaction (Influencer Marketing Hub,Roach).
Concurrently, we have seen an increased focus on loneliness. The issue predates the COVID-19 pandemic. “Even before the onset of the COVID-19 pandemic, approximately half of U.S. adults reported experiencing measurable levels of loneliness” according to an article published by the U.S. Department of Health and Human Services. Globally, “1 in 4 adults say they're lonely most of the time,” NPR reports. Covid only accelerated the growth of these numbers. But let’s look at the numbers in 2004 vs. 2024.
In 2004, the study of loneliness focused on individual social isolation and well-being, especially in aging populations or specific life transitions rather than a public health concern as it is today. Social media was in its infancy, with connection happening in-person or by phone or email in stark contrast to today, in 2024 research shows that despite being more "connected," people report feeling more lonely, with particularly high rates among younger generations.
Despite the proliferation of articles discussing the negative impacts of loneliness, there has been little movement toward lasting, concrete, and tangible solutions. So, let’s explore what this all really means in more hard numbers:
The physical health consequences of poor or insufficient connection include a 29% increased risk of heart disease, a 32% increased risk of stroke, and a 50% increased risk of developing dementia for older adults. Additionally, lacking social connection increases risk of premature death by more than 60%. (NIH News in Health)(Harvard Public Health)
Loneliness and social isolation in childhood increase the risk of depression and anxiety both immediately and well into the future. And with more than one in five adults and more than one in three young adults living with a mental illness in the U.S., addressing loneliness and isolation is critical in order to fully address the mental health crisis in America. (NIH News in Health)(Harvard Public Health)
Social isolation significantly increased a person’s risk of premature death from all causes, a risk that may rival those of smoking, obesity, and physical inactivity.(Harvard Public Health)(NIH News in Health)
Poor social relationships (characterized by social isolation or loneliness) was associated with a 29% increased risk of heart disease and a 32% increased risk of stroke. (Harvard Public Health)(NIH News in Health)
Loneliness among heart failure patients was associated with a nearly 4 times increased risk of death, 68% increased risk of hospitalization, and 57% increased risk of emergency department visits. (Stanford Center on Longevity)(CCARE)
Given the dire consequences of loneliness, it's no wonder that people are increasingly seeking out ways to connect. A 2023 Gallup survey reported that 55% of people now prioritize community activities, up from 32% in 2002. The demand for device-free connection is on the rise, with initiatives like The Offline Club in Amsterdam, a surge in small, intimate gatherings leading 2024 to be dubbed the "the year of the dinner party," and the term “connection” rising 700% to reach number 7 on Google’s trending search queries.
In recent years, community-based activities have seen a notable rise in popularity. For example, 80% of Americans participated in at least one sport or fitness activity in 2023, with a record number of runners signing up for this year’s NYC Marathon. Additionally, 44% of community professionals hosted in-person events, marking a significant increase from previous years. This surge reflects a growing desire for meaningful connection through shared experiences and interactions.
The rise of innovative community-based living models is a reflection of this restored value in human connection. These co-living spaces allow people to share common areas and resources to strengthen bonds and more intentional living environments. They are not only for practicality but a response to the desire for community and meaningful relationships, answering the growing demand for deeper human connection.
At the same time, urban design outside of the US is evolving to meet needs highlighted here. Cities like Copenhagen are leading the way with pedestrian-friendly areas designed to encourage interaction, while Barcelona’s superblocks aim to create public spaces that prioritize social connection over traffic flow, offering societal and environmental benefits. These urban planning innovations are reshaping how we live and connect with one another.
A Shift Toward Living with Intention
In recent years, we've witnessed a broader cultural shift away from the relentless hustle culture toward a lifestyle centered on intentionality, empathy, and connection. People are increasingly demanding more from the companies they support, the leaders they work for, and the communities they engage with. There's a growing desire to prioritize well-being, slow down, and live more fully. This movement reflects a collective push for a life defined not by productivity and competition but by compassion, awareness, and meaningful relationships. As more individuals embrace this way of living, it’s transforming how we approach our work, relationships, and even how we spend our money, aligning with a deeper sense of purpose and connection.
What Could Happen if the US Leaned into the Connection Economy?
Based on the evidence cited within this paper and mountains more stemming from various parts of the world, we are at a major crossroads. It's impossible to predict the future, but based on the momentum building in cities like Copenhagen and consumer trends here in the States, I believe the connection economy is in store for major disruption on a global scale.
Furthermore, as we evaluate the impact of our lifestyle choices, the evidence points to a profound conclusion: connection is essential to both individual and societal well-being. As highlighted, studies show that strong social ties improve physical health, reducing risks of heart disease, stroke, and mental health such as depression and anxiety. Additionally, this shift toward connection is reshaping the workforce. Companies that meet the new demands see higher engagement and retention, highlighting the business value of connection-driven cultures. On a societal level, consumer behavior reflects this change. More individuals are consciously choosing to support businesses that prioritize community, sustainability, and ethical practices.
What the studies point to is that the "connection economy" has the potential to transform not only how we live and work, but also how we design our communities and support our collective health. The return on investment is clear: by designing for connection, we can create a healthier society, a more engaged workforce, and stronger, more resilient communities. As the US begins to lean into this new paradigm, the future of our well-being—and the economy—will increasingly be shaped by the value we place on human connection.
Lia James