Lost Commons, Rising Tribes: Rebuilding Belonging in an Age of Solitude

Trend decks describe Gen Z and Gen Alpha with labels like digital natives, side hustlers and short attention spans. Zoe Scaman, who has run basketball star Luka Dončić's personal brand and foundation for four years, asks why. Her answer: we have handed young people isolation as a social norm. Streaming replaced the cinema, delivery apps replaced restaurants, Amazon replaced the high street, and the playgrounds, libraries and youth clubs where people used to meet are disappearing.

You'll learn what data from Edelman, the US Surgeon General and the Financial Times says about young people's solitude, why young men and women are drifting apart, and why Harvard Business Review sees missing social skills as a business risk. Zoe explains the three rings of relationships, in which the middle ring is collapsing, and shows brands helping to rebuild it: Hinge's One More Hour, London Sport's More Ball Games campaign, book clubs at Brixton Brewery and Diplo's morning run club.