Loneliness and social disconnect is affecting Canadians more than their counterparts in the U.S., the U.K. and Germany, according to PR agency Citizen Relations’ Connection Report 2024. The study surveyed 4,000 people spanning the four countries and revealed that nearly 60% of respondents agree they’re lonely even when around other people. Locally, 56% of Canadian respondents feel less connected today than they did a year ago – more than any other market surveyed.

According to the agency, a “third place” – a physical space we go outside our home or work and school – is critical for reconnecting in meaningful ways, especially among women. In fact, 65% of women seek third places to relax and relieve stress and more than 40% want an escape from responsibility, whilst under 33% of men are seeking third place connectivity. Overall, 84% of Canadian respondents can point to having at least one of these third places, while 65% reveal they have difficulty finding a place that’s just right for them. Additionally, the data reveals that 85% of Gen Z and millennials would actually make quality-of-life sacrifices in order to save their third place.

As the study points out, brands can help create a space or partner with an existing space to provide consumers with a curated experience. For instance, hard seltzer brand Vizzy is engaging with fans of the quick-growing sport of pickleball by creating new spaces for them to participate in the sport. Last year, the Molson Coors-owned RTD partnered with Toronto “outdoor art park” RendezViews to create a custom-designed Vizzy-branded Pickleball Court for customers to freely use during summer hours, featuring “flavours that play well together” sport-related messaging.

As the study points out, a key component to understanding what motivates a person to spend their time in a third place is also understanding what many are lacking. Almost three-quarters of survey respondents identified that there’s something missing in their third place, with the top three choices being adequate food and drink options, convenient hours and accessible bathrooms. As another example, bubble tea brand Chatime has positioned itself as a date spot, catering to younger consumers who eschew drinking and alcohol, and encouraging customers to see it as a regular destination for casual group meetups or dates.

The report also suggests that brands wanting to create a third place should keep their focus off meeting path-to-purchase priorities and expectation of monetary gain.