Loneliness has become one of the most prevalent issues in the global population in recent years. The World Health Organization’s Commission on Social Connection deemed it a “pressing health threat” in November 2023. A recent 2024 poll conducted by the American Psychiatric Association found that one in three Americans “felt lonely.”

But why has the epidemic grown exponentially within recent years?

According to sociologist Professor Amy Andrada from Santa Monica College, “Capitalism is the main culprit.”

As inflation rises, Americans are forced to work longer hours in order to make a living. The Organisation for Economic Co-operation and Development found that Americans work an average of 1,811 hours per year compared to the approximate 1,400 hours worked in most European countries.

With fewer hours to spare for basic tasks such as cooking, cleaning, and grocery shopping, Americans hardly have time to socialize with others. Additionally, the cost of activities has also deterred many from going out.

Today’s Social Toll:

Cheap or free public spaces such as parks and recreational areas are becoming increasingly rare as prices increase and space becomes limited.

People typically interact in three main spaces: the home, the workplace, and a public communal space, such as parks, recreational facilities, and libraries, which become the breeding ground for socialization. However, as technology advances, more and more humans associate their “third place” with social media platforms.

Community in the modern age is shifting online, with many turning to generalized groups and over-consumption to fit in.

“What I think is happening in the economic environment is that people are being sold quick fixes, and because it's hard to conceptualize socially, something bigger is happening,” said Andrada.

The Evolution of Community:

Historically, a person’s community has been a big part of their everyday life. Andrada said, “Within the introduction of an uber-capitalistic environment in the 1950s, the community used to give us social relations.” She explained that the community was built by vicinity. The local baker, grandparents, friends, and cousins would all live nearby.

From the 1950s through the early 2000s, activities such as dance clubs, drive-ins, arcades, and small music venues provided Americans with spaces to gather communally. Today, communal gatherings have shifted into online spaces. As gaming and other online platforms, such as Zoom, are continuously growing, the in-person gathering space is becoming irrelevant.

Digitized communal spaces are contributing to the loneliness epidemic because they lack face-to-face interactions with other people. According to the Pew Research Center, over 85% of Americans say that they go online daily, and 31% of Americans are online constantly.

However, despite digital spaces limiting in-person interactions, the ability to log in digitally has given people the chance to network and hangout with others globally from the comfort of their own space.

Social Transactions:

Today, Americans have increased their spending post-COVID-19 despite the high inflation rates. According to the U.S. Bureau of Statistics, the economy saw a 9% increase in spending from 2021-2022, with a 10.9% increase in apparel spending and 12.3% increase in self-care products. However, entertainment expenditures decreased by 3.1% in 2022 after a large increase in 2021 by about 22.7%.

As spending continues to increase, more ads have begun to flood social media pages, pushing consumers to buy the next hot item to “fit in.”

Influencers further this idea of a “community” within social media pages by accumulating a cult following, with whom admirers are easily drawn to purchasing products the influencer promotes.

This idea of “community” is becoming transactional. Andrada explained that if a person purchases a product their favorite influencer promotes, the purchase almost feels as if they, too, have a connection with this person.

This “transactional community” phenomenon is known as a parasocial relationship. According to Psychology Today, “a parasocial relationship refers to a one-sided relationship in which a person develops a strong sense of connection, intimacy, or familiarity with someone they don’t know, most often celebrities or media personalities.”

Andrada also gave insight into the idea of revolving our sense of community over product purchasing. “We align with the feeling of isolation because, think about it, the way we're moving through people, we're moving, we're moving through them like they’re products, right?” she said.

Many of the large and popular brands in recent years have been linked to celebrities or influencers. Companies are aware of the power a parasocial relationship has on an individual and capitalize on the insecurities of those wrapped up in a false reality.

The pervasive nature of a parasocial relationship may seem innocent on the surface; however, beneath, a monstrous issue is revealed.

According to Psychology Today, when parasocial relationships become consuming for an individual, they may be considered unhealthy – the individual ceases to maintain their real-life relationships, or daily functioning becomes impaired. This can possibly hinder personal growth and emotional fulfillment.

Seeking Solutions:

Technology will continue to be a part of daily life, but replacing it with true social interactions may not be the solution.

Although the solutions may seem slim, small changes can help aid the epidemic.

A few of the small changes include:

Stopping phone use before bedtime.
Taking the initiative to eat meals with others.
Recognizing social media usage.
Joining a social club or activity.
Taking time to build relationships with others.

The loneliness epidemic will continue to be an issue unless change is made. According to a 2023 NPR podcast, “America has a loneliness epidemic. Here are 6 steps to address it.” Not only does society have to rebuild its physical infrastructure, but it will also need to focus on its social infrastructure and reinstate trust, among others.

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