“The youth yearns for a community.”
We’ve seen all kinds of trends pop up on our feeds. One second, it’s an unboxing of a blindbox, the next, there’s a gathering for people to exchange their Labubus. While gatherings like these are fun, exciting and most definitely Instagram-worthy, what if there was more to it than what meets the eye?
Why do we need a community?
Belonging is a huge part of being human. It’s the driving force for our mental, emotional and physical well-being. Feeling like you belong is more than just a social connection, it is about knowing that you are part of something.
Community fulfils that part of the human experience. Whether it’s family, a friend group or a fan club, these spaces make us feel connected to something beyond ourselves. This is where third spaces came in.
Third spaces
Third spaces have always been around. Whether it was the mall, a local bar or a casual hangout at a nearby stop sign, it was the favourite part of the day for most. They offered the perfect space to relax and an environment that wasn’t home or work.
For decades, malls were THE space for many. From coworkers grabbing dinner, friends getting matching piercings at Claire’s and teens flocking to the arcade to compete, malls were the ultimate hangout spot.
Having a space where you feel comfortable to study, relax or unwind that isn’t your workplace, school or home is crucial. If you’re looking to escape from the campus noise, the Zen Zone is your go-to spot.
Why third spaces collapsed?
With the increased dependency on technology and the post-COVID effects in recent years, it has become difficult for the newer generation to have access to third spaces.
Due to rising prices and the growth of online shopping platforms, malls have found it challenging to continue operating. Many people now prefer the convenience of shopping online and having their purchases home delivered.
Another reason was the pandemic. While we did have access to online texts and video calls to stay in contact with friends, it wasn’t the perfect alternative to the in-person human interaction (Remember your friend being pixelated… yeah, me too).
But now, backed by the urge to bring back third spaces and make new connections, Gen Z is bringing them back—in their own unique way.
They are back and better than ever!
The good news? Malls are making a comeback. Brands are investing in making their IRL shopping experience better for the younger customer. They’re reimagining their marketing strategies and moving away from purely online engagement to leaning into enhancing in-person experiences. Adding in the nostalgic and Instagram-worthy aesthetic into the stores, they’re making malls fun again.
And it’s not just malls. In-person board game nights have also re-emerged as a popular activity. Eventbrite has reported an 8X increase in board game nights and that 73 per cent of 18-to-35-year-olds are planning to attend live events in the next six months.
Clearly, Gen Z is looking to bridge their online interests with offline connections.
How Gen Z is doing it
Gen Z grew up in a digital-first world and spent formative years in lockdown, so turning to the internet for anything comes as a reflex. Everyone has heard of the term “chronically online,” and despite the negative effects it can have, Gen Z has started to use it to their advantage.
Being deeply tuned into the internet culture means they are up-to-date with every little micro-trend that’s in the market. These trends then become offline gatherings and oftentimes small contests—whether it’s celebrity look-alike contests, Labubu exchanges or finding the best “performative male/female.”
These pop-up events offer an easy way to get out of the online realm and meet people who have similar interests (even if it’s a silly trend). They are low-pressure, hype and built around shared humour. It’s the new way of community: quick, authentic and great conversation starters.
Takeaway
Community building is not static—it evolves as the environment around it changes. Gen Z has discovered a unique way of having a community that bridges both their online persona and their in-person identities.
Sometimes, finding a community can be as easy as joining a club, going to an event or following a trend. All you have to do is show up!
So, the real question is: How are you doing community?
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