It’s hard not to have that old America hit from the ’70s front and center in your brain these days. In fact, “Lonely People” released in 1974—more than a half-century ago. And yet, it is highly relevant to the world we’re experiencing right now.
That’s because I’m seeing a very strange but logical thing happening in this country where so many people are struggling and trying to make the best of their situations. In fact, the American Psychological Association reported in 2025 that somewhere between 50%-57% of us have feelings of loneliness or even isolation.
A deeper dig shows that Gen Z and Millennials are more likely to have the loneliness sensation. Interestingly, those with lower incomes report higher degrees of feeling lonely. The aforementioned APA calls it “emotional disconnection” and notes that “societal division is a significant source of stress in their lives.”
Wouldn’t you know it—some unlikely brands are embarking upon programs designed to bring people together, by looking for things people have in common and to physically bring them together to hopefully achieve some connection.
Exhibit A is Axios, these folks bring their local news content to communities throughout the U.S. They’ve created a “social club” for readers, and they hope it will be the catalyst for meeting new people who may share common traits and interests.
The Axios Social Club is a fascinating concept that combines good food with conversation, a night out, and the chance to meet new people. Participants take a quick quiz, reserve their seat, and Axios matches you with five other people at a popular local restaurant. (Yes, there’s an algorithm involved.)
To add some intrigue, you don’t find out which restaurants or the people in your new group until the day of the event. Axios is charging $15.99 a person, and food/drinks are additional.
This is a truly intriguing concept that hopes to take advantage of the convergence of the brand, the market, food, and socializing. There is what Axios calls a “surprise after party” that follows the dinner. It would be fascinating to be a fly on the way for that gathering, and to hear how these groups worked out.
Clearly, this is something that public radio could easily do, as could any broadcast brand that is well-defined and has its own community. The “Social Club” could likely also cut a deal to take over the restaurant for the evening, thus keeping costs under control.
Exhibit B has nothing to do with local news or even media.
It’s Costco, and USA Today calls it “the surprising new way to find friends and true love.” The concept takes advantage of what many are already pairing up to accomplish in the food and errand departments. The idea is to create teams of Costco shoppers who share their shopping experiences, adding a social component to the task of that weekly trip to the big box store.
Apparently, shopping alone is being overshadowed by the communal act of visiting Costco, stocking up on all sorts of items, and enjoying the famous $1.50 hot dog plus a soda (or a slice of pizza or dessert).
One of the Costco group shoppers from Arizona, Lisa Bayless, puts it this way:
“Its sort of like date night, but it’s an afternoon date with a purpose.” USA Today contends that in a world where community spaces are eroding (think about the decline of malls), Costco is stepping it up and becoming “an unexpected anchor for connection.”
Interestingly, Costco has a higher TSS—”Time Spent Shopping”—than a traditional grocery store, an indication consumers enjoy elongating their experience, spending more time in the warehouse.
It also speaks to how brands are trying to become that “third place” in addition to home and work where people congregate. And it’s interesting how Axios and Costco are building these initiatives around food—shopping for it and enjoying it at a restaurant.
Each brand is carving out their community niches, providing a gathering place and even a social structure.
Could a well-defined radio station or show pull off something similar?
As Americans seek out a place that symbolizes belonging, community connection and the local zeitgeist, these are all part of what these programs are hoping to achieve. As radio broadcasters look to own unique attributes, both Axios and Costco are using their size and scale to connect with their local readers and customers respectively.
So why not listeners?
President & Founder at Jacobs Media
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
