Online communities and the social battery: Alleviating Gen Z anxieties in Asia

Pandemic restrictions forced socialisation to shift from the physical to the virtual world, where online communities help people to find others with shared interests, and Quantum’s Abhimanyu Kumta says these online groups are where brands can engage the Gen Z consumer.

This article is part of a Spotlight series on consumer anxiety and mental health in Asia. Read more

Socialising is a part of life that ties very heavily into one’s mental health. It can have both positive and negative effects on one’s perception of self and anxieties. On the positive side, interacting with close friends can be a form of social and emotional support, providing security and reassurance. It can also be a distraction from one’s anxieties and stimulate engaging interactions.

On the negative side, it can heighten the social pressure to fit...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands