Research by Koga/Dojo shows that one in four Brazilians feels alone, but 50% already participate in micro-communities with people they don’t know.
In November last year, the World Health Organization declared the feeling of ‘loneliness’ a global health issue. After that, the scenario gained more complex tones when studies reinforced that the quality and depth of the connections that are established between people impact their physical and mental state.
Vivek Murthy, one of the United States’ leading medical authorities, said that feeling alone is equivalent to smoking 15 cigarettes a day when placed on the scale of ‘harmful health’.
However, the search for and relationships between people through so-called “intentional groups” has emerged as a way of balancing this equation, attracting more and more followers. Faced with this new reality, the survey called “Dear Strangers” interviewed more than 1,500 Brazilians to measure such behaviors, dynamics and feelings, in addition to segmenting the different roles that these groups occupy in the lives of their participants.
The research was developed by Koga, Dojo’s behavioral studies unit.
According to the study, one in four Brazilians declares that they feel alone most of the time. Among the main reasons, participants indicated that they were unable to truly open up or act genuinely in family or friend groups; not feeling belonging in these environments; not feeling heard, understood or welcomed; or noticing high levels of anxiety regarding relationships.
Intentional Groups
Unlike large communities, based on macro themes such as sports, religions, fandoms or social movements, intentional groups are based on something more restricted and with greater depth of exchange, involvement and reciprocity between all participants – being composed, on average, of 12 individuals.
Currently, 50% of Brazilians already participate in some intentional group and, despite appearing to be exclusively virtual micro-communities, such as WhatsApp groups or social networks, 45% of intentional groups take place mainly in person.
The impact on positive feelings is significant: 85% of people who participate in one of them say they are happier and 87% say that joining them made them realize that they are no longer alone. Furthermore, 74% of Brazilians who cultivate this form of relationship say that it is as important or even more important to their well-being than the connections they have with their long-time friends.
Sabrina Abud, researcher at Koga, explained how brands have the power to not only raise awareness about the importance of intentional exchanges, but also to facilitate people’s access to these groups.
“After all, 70% of Brazilians who do not yet participate in an intentional group would like to do so, but do not know how to look or have not yet found a group with which they identify. For the other 50% who already participate in an intentional group , brands can also contribute with key resources, specialized help and dissemination of the topic discussed”, he said.
The four roles
Intentional groups can have different meanings and, according to the survey, they tend to assume four main roles in the lives of their participants.
The so-called ‘Arrow’ (38.9%) is one that strengthens a common thought and encourages its members to move together, in the same direction. The ‘Magnifying Glass’ (31.8%) is what helps to make more visible what was previously not being noticed, creating a comfortable and safe space for confessions and more sensitive exchanges between people.
With 17.8%, the ‘Source’ group, as the name suggests, works as a source of information and entertainment on a specific topic, generating light exchanges about shared passions or issues – and, as a result, stronger bonds connection.
Finally, the ‘Shield’, through identification, generates security so that its participants feel free to share thoughts and experiences, strengthening them against social prejudices and external pressures.
Who doesn’t participate (and why)?
The research identified that Brazilians’ interest in being in one of these environments is massive. If 50% of them already participate, 70% of those who are not in any intentional group today want to participate in one.
The main reasons for absence lie in three central elements: Access: lack of knowledge of the groups or how to find them, with 43% still not finding a group they really liked and 37% not knowing where to look; Shame: fear of exposing oneself, especially to strangers (29% do not participate in groups because they are ashamed or afraid); and Time: 21% do not participate in any group just because they say they do not have the time.
Among some possible solutions to the issues listed are creating your own intentional group, based on your interests and needs; the use of social networks to search and test preferred topics; the initial use of anonymity, available in some cases; and awareness of the importance of this type of exchange for a better quality of life.
In this scenario, brands are even welcome: 70% of Brazilians who do not yet participate in any intentional group say that, if a brand or institution made it possible to create a group on a topic of interest to them, they would be open to learning about it.
