# Genuine connections · Consumer Trends 2025 · Zorraquino > The society of individualism turns into a search for community life as an escape from loneliness. URL: https://www.zorraquino.com/en/trends/consumer-trends-2025/genuine-connections ![Genuine connections: The society of individualism turns into a search for community life as an escape from loneliness.](https://cdn.sanity.io/images/0w1142l8/production/9779892ea6589f80c6181c68c0f6d8b1ed6a67e0-1920x1080.webp/genuine-connections-the-society-of-individualism-turns-into-a-search-for.webp?w=1600&fit=max&auto=format&q=85) Trend 01 # Genuine connections 1. [Consumer Trends 2025Home](https://www.zorraquino.com/en/trends/consumer-trends-2025) 2. [Trend 01Genuine connections](https://www.zorraquino.com/en/trends/consumer-trends-2025/genuine-connections) 3. [Trend 02Specialty specialties](https://www.zorraquino.com/en/trends/consumer-trends-2025/specialty-specialties) 4. [Trend 03Neopop culture](https://www.zorraquino.com/en/trends/consumer-trends-2025/neopop-culture) 5. [Trend 04Nonsense routine](https://www.zorraquino.com/en/trends/consumer-trends-2025/nonsense-routine) 6. [Trend 05Datawarfare](https://www.zorraquino.com/en/trends/consumer-trends-2025/datawarfare) 7. [Trend 06Tech by tech](https://www.zorraquino.com/en/trends/consumer-trends-2025/tech-by-tech) 8. [Trend 07Influencend](https://www.zorraquino.com/en/trends/consumer-trends-2025/influencend) 9. [Trend 08Instant experts](https://www.zorraquino.com/en/trends/consumer-trends-2025/instant-experts) 10. [Trend 09Trad trap](https://www.zorraquino.com/en/trends/consumer-trends-2025/trad-trap) 11. [Trend 10Connected solidarity](https://www.zorraquino.com/en/trends/consumer-trends-2025/connected-solidarity) Genuine connections The society of individualism turns into a search for community life as an escape from loneliness. Trend axes - Match fatigue - Endless swiping - Paradox of choice - Dating app burnout Some figures 18.6% People in Spain who have met their partner online, compared with the 40% who use these apps, according to the cybersecurity company Kaspersky. 79% Percentage of Generation Z who said they feel burnt out by dating apps, in a survey carried out by Forbes. 45% Silicon Valley residents say they feel isolated and lonely, to the point that it has become a public health problem. €14,141M Estimated annual cost of loneliness in Spain, equivalent to 1.17% of GDP, according to the report by ONCE’s State Observatory on Unwanted Loneliness. ## Fear of loneliness Loneliness is emerging as one of the great concerns of our time. In a world where, paradoxically, everything is hyperconnected, more and more people suffer a deep fear of isolation. We have moved from a society focused on individualism to an urgent search for community, especially among younger people, who show a growing interest in finding genuine relationships. An environment fostered by social media, in which authentic interactions are replaced by superficial digital connections. Likewise, the democratisation of artificial intelligence and the virtualisation of daily life have introduced new forms of communication which, although they offer convenience and personalisation, deepen the feeling of disconnection. Taking refuge in worlds of data and algorithms widens the distance from the physical and tangible reality, in which relationships develop, change and are subject to the passing of time. The challenge for society and brands will be to restore the value of face-to-face human relationships and act as facilitators of meaningful connections. Companies that understand this need will be in a privileged position to fill this gap and help consumers feel less alone by creating experiences and spaces that foster deep bonds and promote emotional wellbeing in an increasingly digitalised environment. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Despite living in the era of hyperconnection, the fear of loneliness has intensified, revealing a disconnection between digital relationships and people’s real emotional needs. 2. 02 There is a growing desire to form genuine connections, as interactions on social media tend to be superficial and do not satisfy the desire to belong and be part of a community. 3. 03 Technology has transformed the way we communicate, but it has also deepened the feeling of isolation by distancing people from physical interactions and experiences. Zorraquino playlist - TinderJulia Rubio · 2024 - ¡Estoy soltero!Los Guajes · 2012 - Lonely ManTito Ramírez · 2019 [See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2025/playlist)[Listen on Spotify](https://open.spotify.com/playlist/69xMW1kxvlANQFu37pDimx) ## More on the trend ### References - [TikTok | @diegolivosc](https://www.tiktok.com/@diegolivosc/video/7379626383720320262) - [“No es ligar como antes, pero casi”: así son las nuevas ‘apps’ de contactos que reniegan de Tinder](https://elpais.com/icon/2024-03-22/no-es-ligar-como-antes-pero-casi-asi-son-las-nuevas-apps-de-contactos-que-reniegan-de-tinder.html) - [Forbes Health Survey: 79% Of Gen Z Report Dating App Burnout](https://www.forbes.com/health/dating/dating-app-fatigue/) - [Algo está cambiando en Internet si incluso Tinder está perdiendo fuelle. Ha dejado de crecer y cada vez menos gente paga por él](https://www.xataka.com/empresas-y-economia/algo-esta-cambiando-internet-incluso-tinder-esta-perdiendo-fuelle-ha-dejado-crecer-cada-vez-gente-paga) - [La soledad, declarada problema de salud pública en Silicon Valley](https://www.reasonwhy.es/actualidad/la-soledad-declarada-problema-salud-publica-sillicon-valley) - [Milka y Cruz Roja presentan "Ternura contra la soledad"](https://controlpublicidad.com/sostenibles-marcas-y-esg/milka-y-cruz-roja-presentan-ternura-contra-la-soledad-/) - [Friend](https://www.friend.com/) - [NICOBO, el robot inteligente capaz de crear vínculos con humanos](https://www.yankodesign.com/2024/03/30/move-over-lego-these-human-shaped-bricks-plug-in-together-to-showcase-the-power-of-unity/) - [Move over LEGO… These human-shaped bricks plug in together to showcase the power of unity](https://www.xataka.com/empresas-y-economia/algo-esta-cambiando-internet-incluso-tinder-esta-perdiendo-fuelle-ha-dejado-crecer-cada-vez-gente-paga) - [Give Sweethearts Situationships](https://www.sweetheartscandies.com/) - [Kraken Rum Offers ‘Date Escape’ Rescue Service this Valentine’s Day](https://www.gold-flamingo.com/2024/02/13/kraken-rum-offers-date-escape-rescue-service-this-valentines-day/) - [Ligar por LinkedIn: cómo la red para profesionales est ganando popularidad para flirtear](https://www.revistagq.com/articulo/ligar-linkedin-red-social-citas) - [Loneliness-Combatting Grocery Shopping Experiences](https://www.trendhunter.com/trends/grocery-shopping-experience) - [Bumble renueva su identidad y funcionalidades para plantar cara a la fatiga de las aplicaciones de citas](https://www.reasonwhy.es/actualidad/bumble-renueva-identidad-diseno-funcionalidades-fatiga-aplicaciones-citas) - [VIPS y Tinder se unen para organizar citas en torno al desayuno](https://www.tapasmagazine.es/vips-y-tinder-se-unen-para-organizar-citas-en-torno-al-desayuno/) - [TikTok | @carlacuero](https://www.tiktok.com/@carlacuero) - [TikTok | @oriapablo](https://www.tiktok.com/@oriapablo) - [Future Consumer Focus 2026: The Gleamers | WGSN](https://www.wgsn.com/insight/p/article/6656614b896d82c257efd752?aliId=eyJpIjoic3c3bXd6OWlcL0V6YmxzU2QiLCJ0IjoiWE5FemdkSExyajdPQ2lXWjJSUHJ6Zz09In0%253D) - [Youth Priorities 2025 | WGSN](https://www.wgsn.com/insight/p/article/65e0daf96a8590c258c2efb6?aliId=eyJpIjoiUUdMYWFJckdmZW1FNERWSSIsInQiOiJSVmpPMkFxWWtSZ3JuUGNJYWpGMlBnPT0ifQ%253D%253D) - [La IA contra el ser humano](https://telos.fundaciontelefonica.com/telos-124-inclusion-cuaderno-central-alfonso-ballesteros-la-ia-contra-el-ser-humano/) - [Se busca amiga en TikTok: así tratan las latinas migrantes de espantar la soledad en Madrid](https://elpais.com/espana/madrid/2024-04-22/se-busca-amiga-en-tiktok-asi-tratan-las-latinas-migrantes-de-espantar-la-soledad-en-madrid.html) - [El 70% de los jóvenes sufre o ha sufrido soledad no deseada en algún momento de su vida](https://www.rtve.es/noticias/20240208/70-jovenes-sufre-sufrido-soledad-no-deseada-algun-momento-su-vida/15961562.shtml) - [‘I’m still single and the happiest I’ve ever been’: life after dating apps](https://www.theguardian.com/lifeandstyle/2023/dec/23/im-still-single-and-the-happiest-ive-ever-been-life-after-dating-apps) - [Flirt, reflect, delete: seven tips to tackle dating app fatigue](https://www.theguardian.com/wellness/2024/feb/12/dating-app-fatigue-tips) - [Youth Priorities 2025 | WGSN](https://www.wgsn.com/insight/p/article/65e0daf96a8590c258c2efb6?aliId=eyJpIjoiUUdMYWFJckdmZW1FNERWSSIsInQiOiJSVmpPMkFxWWtSZ3JuUGNJYWpGMlBnPT0ifQ%253D%253D) - [La IA contra el ser humano](https://telos.fundaciontelefonica.com/telos-124-inclusion-cuaderno-central-alfonso-ballesteros-la-ia-contra-el-ser-humano/) - [Se busca amiga en TikTok: así tratan las latinas migrantes de espantar la soledad en Madrid](https://elpais.com/espana/madrid/2024-04-22/se-busca-amiga-en-tiktok-asi-tratan-las-latinas-migrantes-de-espantar-la-soledad-en-madrid.html) - [El 70% de los jóvenes sufre o ha sufrido soledad no deseada en algún momento de su vida](https://www.rtve.es/noticias/20240208/70-jovenes-sufre-sufrido-soledad-no-deseada-algun-momento-su-vida/15961562.shtml) - [After is a New Dating App Combating Ghosting Issues in Daters](https://www.trendhunter.com/trends/after) - [After App](https://www.afterapp.com/) Pages 26–56 of the report [![Specialty specialties: The boom in specialty food products and venues reinvents the idea of the connoisseur.](https://cdn.sanity.io/images/0w1142l8/production/c0e6e2b2849b95df32ac882b04a8c043f6918bf6-1920x1081.webp/specialty-specialties-the-boom-in-specialty-food-products-and-venues-reinvents.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2025/specialty-specialties) Next trend · 02 [Specialty specialties](https://www.zorraquino.com/en/trends/consumer-trends-2025/specialty-specialties)