Social isolation is the central crisis of our era

We all must focus on becoming a highly engaged community by transforming our deepest struggles into opportunities for growth.

Brands that focus on community will win because they build a culture of belonging.

What is the central crisis of our era? Is it our education system? Broken politics? Climate change? Would you believe me if I said social isolation? We have a natural sense of belonging on a basic level. Tribal connections are disappearing in modern society. Why is this happening? Technology continues to play a role in this disconnection. We are replacing in-depth, in-person relationships, with superficial online relationships. Don't place the blame on tech. Social and civic involvement and a lack of participation in organized religion, which have been central in weaving the social fabric, are now in decline. The average American’s emotional health is in trouble:

• 40% of Americans identify as lonely; up from 1 in 10 in the 1970's.

• 1 in 4 Americans have no trusted confidante, up from 1 in 10 in 1985.

• Less than half of American kids live in a traditional family home; a decline in family households since the '70s.

• There's been a 40% decline in standard measures of empathy since the 1990s.

• There's been a 24% rise in suicides between 1999 and 2014.

• About half of Americans trust their neighbors, and even fewer younger and more urban trust their neighbors.

How do we overcome this spiritual crisis of disconnection to build a bridge of belonging? Building a culture of belonging may be the solution to our psychological health. Reweaving the social fabric is critical to us individually and collectively. Now is the time for brands to step in and meet this cultural need to market this opportunity for deeper, person-to-person connections. The companies that meet this need and help forge meaningful relationships will gain deep loyalty. Here are some insights from Brené Brown on building these bridges:

1. Make contact with the people you disagree with.

2. Share collective joy and pain (empathy).

3. Speak up when you disagree.

We all must focus on becoming a highly engaged community by transforming our deepest struggles into opportunities for growth. In building bridges, we can once again forge meaningful relationships in our lives that give us the support to thrive.

#ᴄᴏᴜʀᴀɢᴇᴛᴏɢʀᴏᴡ