Making friends is now a challenge for young people, particularly for the post-college cohort in urban spaces where organic connections are less common. As a result, this isolated generational cohort is actively seeking out ways to connect with each other. Unfortunately, demand hopelessly outpaces supply. The most crucial shift for executives seeking opportunities to build relevance with these consumer cohorts is appreciating that the social needs of Gen Z and Millennials are not being effectively met. This is creating a significant opportunity for brands to reverse that trend and engage them more meaningfully, building positive brand sentiment. At the link in bio, Matter unpacks how brands can best position themselves within the third spaces their communities care about.