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

Abhimanyu Kumta

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...

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