London, 9th April 2025: Research shared today byleading modular agency, Modern Citizens, reveals that more than one in five (22%) Britons say that their social circle has become smaller in the last three years, a grim indication that the country is facing a “Togetherness Recession”.
The report highlights how a growing number of people are withdrawing from communal experiences in favour of solitude. Despite the buzz around collective moments like the Euros, Taylor Swift’s Eras Tour and Glastonbury, the research shows a broader cultural trend towards disconnection and isolation.
This shift has profound implications for marketers. While many brands continue to default to messages of community, Modern Citizens warns that these tropes are increasingly out of step with how people feel right now.
The study, which combines original quantitative research with expert commentary, found that:
- One in four 16–24-year-olds say their social circle has shrunk in the last three years
- The average adult now spends an additional 99 minutes at home each day compared to at the turn of the century
- Nearly half (46.7%) of Britons socialise with family and friends just once a month or less
- By contrast, around a third (32%) of over 55s say they haven’t experienced a decline in in-person socialising
The report calls on brand leaders to better understand the nuance behind this retreat. Rather than doubling down on empty messages of unity, marketers should recognise the value people now place on safety, autonomy and meaningful interaction.
Tom White, Chief Strategy Officer at Modern Citizens commented: “Togetherness hasn’t disappeared – but it’s being redefined. People are being more selective about who they share their time and energy with. There’s a quiet rejection of mass experiences in favour of intimacy and self-preservation, and brands must adapt.”
You can download The Togetherness Recession report here: https://www.moderncitizens.com/report/togetherness-recession-report
