Is Gen Z truly the “loneliest generation?” How has an increasing reliance on technology and the ripple effects of an unprecedented pandemic shaped the needs and tensions in this young generation's search for connection?

79% of Gen Z say, "my generation needs more offline time together." – Paramount's Gen Z and Community Study, 2025

Beyond the alarming news headlines, the story of Gen Z and their path to kinship and community is nuanced and evolving. Overcoming both internal and external challenges in their formative years, they’re emerging as social experimenters, rebuilding community, sparking new forms of belonging, and embracing the platforms and brands that enable their connection. To them, the word “community” is more than just a buzzword, it’s a part of their identity, sense of purpose, and everyday motivation.

75% of Gen Z say, "community is critical to their mental health." – Paramount's Gen Z and Community Study, 2025

Paramount Advertising’s latest study, “Gen Z & Community: Seeking Connection” explores the unique drivers that motivate this cohort’s desire to form community, and the ways brands can support them authentically and meaningfully.

75% of Gen Z feel more loyal to a brand that supports their community.  – Paramount's Gen Z and Community Study, 2025.