Brands, Belonging, and the Campus Loneliness Epidemic
Brands, Belonging, and the Campus Loneliness Epidemic
College students crave real-life connections, but nearly half of students struggle with loneliness on campus. Brands that support students in their search for identity and belonging can offer real value to a generation that’s still healing from pandemic-era disconnection.
College students crave real-life connections, but nearly half of students struggle with loneliness on campus. Brands that support students in their search for identity and belonging can offer real value to a generation that’s still healing from pandemic-era disconnection.
Background: Students Seek Connections, Not Just Degrees
Background: Students Seek Connections, Not Just Degrees
Today’s incoming college freshmen entered adolescence in the shadow of a global pandemic. After years of isolation and digital overload, this generation craves in-person connection, and they’re actively seeking ways to build community on campus. They see college as more than a path to a better career; it’s a time to explore who they are, who they are becoming, and how they can relate to others.
Today’s incoming college freshmen entered adolescence in the shadow of a global pandemic. After years of isolation and digital overload, this generation craves in-person connection, and they’re actively seeking ways to build community on campus. They see college as more than a path to a better career; it’s a time to explore who they are, who they are becoming, and how they can relate to others.
82% of students find community on campus, not online.
82% of students find community on campus, not online.
Methodology: A National Survey of Student Attitudes
Methodology: A National Survey of Student Attitudes
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping how students engage with brands and with each other.
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping how students engage with brands and with each other.
49% of students struggle with loneliness on campus.
49% of students struggle with loneliness on campus.
INSIGHT: Community Happens On Campus, Not Online
INSIGHT: Community Happens On Campus, Not Online
Despite Gen Z’s famed digital literacy, 82% of students find community on campus rather than via social media, and a majority (54%) view college as more about finding community than attending lectures. However, the path to connection isn’t always smooth. Nearly half of students report struggling with loneliness on campus, suggesting a gap between their desire for community and their ability to find it.
Despite Gen Z’s famed digital literacy, 82% of students find community on campus rather than via social media, and a majority (54%) view college as more about finding community than attending lectures. However, the path to connection isn’t always smooth. Nearly half of students report struggling with loneliness on campus, suggesting a gap between their desire for community and their ability to find it.
Thinking about your college experience so far, how much do you agree with the following statements?
Thinking about your college experience so far, how much do you agree with the following statements?
I struggle with loneliness on campus
College is less about learning in a lecture hall and more about finding my community
I like to buy the same brands as my friends
Strongly Disagree
Strongly Disagree
Somewhat disagree
Somewhat disagree
Somewhat agree
Somewhat agree
Strongly agree
Strongly agree
Which of the following statements most resonates with you?
Which of the following statements most resonates with you?
I make friends and
find community
in person, on campus
I make friends and find community
in person, on campus
82.19%
17.81%
I make friends and
find community
online, via social media
I make friends and find community
online, via social media
INSIGHT: Brands Help Students Build Identity and Belonging
INSIGHT: Brands Help Students Build Identity and Belonging
College is an experimental moment where students are especially open to new ideas, habits, and affiliations. 89% of students want to step out of their comfort zones while in college, and 79% like experimenting with new and different brands. They’re also highly attuned to their peers, simultaneously influencing and being influenced in turn.
This turns brand discovery into a shared social experience. 54% of students primarily discover new brands through their friends, and 59% like buying the same brands as their friends. This is especially true for products associated with self-care—77% of students have purchased a beauty or self-care product because a friend recommended it.
College is an experimental moment where students are especially open to new ideas, habits, and affiliations. 89% of students want to step out of their comfort zones while in college, and 79% like experimenting with new and different brands. They’re also highly attuned to their peers, simultaneously influencing and being influenced in turn.
This turns brand discovery into a shared social experience. 54% of students primarily discover new brands through their friends, and 59% like buying the same brands as their friends. This is especially true for products associated with self-care—77% of students have purchased a beauty or self-care product because a friend recommended it.
Thinking about the brands you buy, how much do you agree with the following statements?
Thinking about the brands you buy, how much do you agree with the following statements?
I love to experiment and try new brands
I like to buy the same brands as my friends
I like to buy the same brands as my friends
Strongly Disagree
Strongly Disagree
Somewhat disagree
Somewhat disagree
Somewhat agree
Somewhat agree
Strongly agree
Strongly agree
Have you ever bought a beauty or self-care product because a friend recommened it?
Have you ever bought a beauty or self-care product because a friend recommened it?
Yes
77.4%
22.6%
No
For the 49% of college students who struggle with loneliness, shared products and experiences are a path to connection and common ground with their peers. This creates a unique opportunity for brands to support students in their search for community and self-discovery and offer real value to a generation that’s still healing from pandemic-era disconnection.
For the 49% of college students who struggle with loneliness, shared products and experiences are a path to connection and common ground with their peers. This creates a unique opportunity for brands to support students in their search for community and self-discovery and offer real value to a generation that’s still healing from pandemic-era disconnection.
77% of students have bought a beauty or self-care product because a friend recommended it.
77% of students have bought a beauty or self-care product because a friend recommended it.
College Inc. — Your Partner in Winning Gen Z
College Inc. — Your Partner in Winning Gen Z
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Our research and insights tools help brands decode the rapidly changing college audience and make data-informed decisions about their brand. As the first (and only) omnichannel college marketing platform for reaching students at scale, we pair deep behavioral insights with smart ad delivery to make sure your message doesn’t just show up—it sticks. Learn more about our insights into the college audience.
Ready to see what our research can uncover for your brand?
Book a call with a College Inc. strategist today or learn more about our insights into the college audience.
Ready to move beyond assumptions and start speaking the college audience’s language?
Book a call with a College Inc. strategist today and start shaping campaigns that connect.