It was called out as a 2022 trend by Trendwatching and I think it's just now ready to hit the mainstream.
You probably haven't even heard of it yet, so I'm picking up the torch and running with it.
Their report describes Joyning as "finding meaningful connections in a lonely world."
Endlessly evolving technologies and platforms for digital encounters continue to reshape the way we connect with each other.
Still, more and more people around the world feel lonely and isolated. Even before COVID lockdowns, loneliness and social anxiety were on the rise, in part due to an increase in social media use and a decline in offline interactions.
The pandemic exacerbated our digital lifestyles and reset notions about traditional markers of success — a home, a family, a stable job.
As consumers navigate an uncertain future, forging meaningful online and IRL connections will become increasingly valuable.
So what can your brand offer?
Create opportunities for people to foster connections that are genuine, supportive and meaningful.
Those of us who post regularly on LinkedIn have noticed that any mention of mental health, wellbeing, loneliness, or wellness gets our posts suppressed from feeds. I can't find any logical reason for this, but I think I've found a solution.
It's this new word: Joyning.
Meaningful connections don't come from sitting and listening to presentations. (But inspiration and education can!)
They don't come from trade show booths. (But information and business can!)
They don't come from networking events. (But transactional introductions can!)
Meaningful connections come from serendipitous or carefully-crafted experiences or conversations that create a commonality between the people.
It could be bonding over physical activity.
It could be bonding over a cultural experience.
It could be bonding over making an impact together. It could be bonding over a shared challenge you have.
So I think as we begin to design events for the attendees in 2024, we have to plan for the education, the business, and the introductions, but we also have to plan for moments where our participants are eager and ready to Joyn.
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