The Winter Blues: Can Brands Help Us Reclaim Our Social Lives?

The post-holiday season often brings a dip in spirits, culminating in what’s known as “Blue Monday,” falling this year on January 20th. With significant global events and extreme weather impacting morale, the need for connection is more critical than ever. Brands are well placed to help consumers combat the winter blues by facilitating meaningful in-real-life (IRL) connections. Citizen’s 2024 Connections Report reveals key insights into how brands can effectively leverage “Third Places” to bridge social gaps and foster a sense of belonging.

The Power of Third Places

As defined by sociologist Ray Oldenburg, a “Third Place” is a space outside of home and work/school where people connect and relax. These can range from coffee shops and libraries to community centers or parks. According to Citizen’s report, over 80% of people already have at least one Third Place, highlighting their inherent importance in social well-being, yet 74% of those say their Third Place is missing something. The decrease in readily accessible social spaces, combined with the increase in remote work, has made finding these crucial spots all the more difficult.

How Brands Can Help

Brands can play a pivotal role in revitalizing Third Places and creating new opportunities for IRL connection, particularly during the winter months when people are more prone to feeling isolated. Here’s how:

1. Lead With Shared Interests: Don’t just create a space; curate experiences. Organize events and activities that encourage interaction based on shared interests. Consider combatting isolation with book clubs, workshops, fitness classes, or even casual meetups centered around mood-boosting activities. The Citizen Connections Report shows that Gen Z and Millennials, in particular, are drawn to Third Places to explore new interests (58%) and find community (48%). By focusing on shared passions, brands can facilitate genuine connections and build a sense of community.
2. Enhance Existing Spaces: The report reveals that a lack of convenient hours and readily available food/drink options are among the top reasons people find it difficult to find a “right” Third Place. Brands can partner with existing Third Places to enhance their offerings and make them more conducive to connection. During winter months, accessibility can be improved by providing comfortable, heated spaces, extending opening hours (especially during shorter daylight hours), and offering amenities like warm beverages and comfortable seating. A brand could sponsor a “winter warming station” in a park with heated benches and free hot chocolate, or partner with a local community center to offer free winter coat checks and indoor play areas for families.
3. Drive Value Through Experiences: Shifting the focus from sales to genuine community building and positive experiences creates a sense of belonging, which is crucial during winter when people tend to withdraw. A “phone-free” event focused on board games or conversation encourages face-to-face interaction and reduces reliance on technology, which can sometimes contribute to feelings of disconnect. Similarly, a travel luggage company could host a “winter travel planning” workshop, focusing on preparing for winter trips and connecting with other travelers, rather than simply pushing sales.
4. Cater to Nuanced Needs: Recognize that different demographics seek different things from Third Places. The winter blues affect everyone differently and the Citizen Connections Report found that women often use these spaces for relaxation and escape, while men may prioritize making new connections. A women’s-only wellness retreat at a spa offers a chance for relaxation and self-care, which can be particularly helpful during winter. A sponsored men’s mentorship program hosted at a local community center that offers support and connection, which can combat feelings of isolation.

The Long-Term Benefits

By investing in creating and enhancing Third Places, brands not only help consumers combat the winter blues but also cultivate brand loyalty and build stronger community connections. A deeper consideration for the path to togetherness (not just the path to purchase!) not only builds greater trust but ultimately leads to more meaningful engagement and brand affinity.