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

Nearly half of college students struggle with loneliness, but 82% still find community on campus, not online. New research explores how brands can help students build real connection and belonging

July 17, 2025

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For college students, in-person connection outweighs social media as a path to belonging, yet nearly half struggle with loneliness on campus. Findings from our 2025 research on student loneliness point to a notable tension: while students prize face-to-face community, many still struggle to find it. This gap presents a distinct opportunity for brands to support students in their search for identity and belonging.

Community is built on campus, not online

Despite Gen Z's reputation for digital fluency, 82% of students report finding community on campus rather than through social media. This generation seeks more from the college experience than academic credentials alone; students are actively pursuing avenues for connection and career opportunity, and they are doing so primarily in person.

a graph showing that 82% of students say they find community on campus, in person — *Source: flytedesk research insights, 2025*

Student loneliness has reached crisis levels

The loneliness epidemic on college campuses is borne out in the data. 49% of students report struggling with loneliness while on campus, a finding that points to a persistent gap between students' desire for community and their ability to access it.

two bar graphs showing that 49% of students say they struggle with loneliness, and 54% of students stay college is less about learning in a lecture hall and more about finding their community — *Source: flytedesk research insights, 2025*

Brands can help students build identity and belonging

Among the more notable findings is the role brands can play in fostering student community. 54% of students report discovering new brands primarily through friends, underscoring the social dimension of brand discovery. This pattern is especially pronounced for self-care products: 77% of students report purchasing a beauty or self-care item on a friend's recommendation.

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For students navigating loneliness, shared products can serve as a point of connection and common ground with peers. This dynamic creates an opportunity for brands to support students in their pursuit of community and self-discovery, and to offer genuine value to a generation still recovering from pandemic-era disconnection.