Searching for belonging: What 2025 student loneliness data reveals about community and brand discovery

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.

Community is built 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.

‍Brands can 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.

Methodology

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.

Bottom line

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.