New research illustrates how live events foster social connection

(Press-News.org) A new study from the University of Georgia and Brigham Young University demonstrates how attending live events can help combat loneliness and build social connections. The research, forthcoming in the journal Social Psychological and Personality Science, pinpoints specific characteristics of events that most effectively foster feelings of connectedness.

Led by Drs. Richard Slatcher (UGA) and Julianne Holt-Lunstad (BYU), the research team analyzed data from 1,551 participants who reported their experiences before and after attending various events, from concerts to fitness classes.

"This research underscores a fairly simple but, I think, powerful takeaway: if you want to feel more socially connected, go to events that are in-person, that encourage participation, and that you can attend with others, especially if they're recurring," explains Dr. Slatcher. "The average person looking to feel less isolated might benefit from something as accessible as a weekly fitness class or local concert with friends."

“This work also has implications for those who plan events, whether it be a community event, corporate event, fitness class, or a dinner party,” says Dr. Holt-Lunstad. “To encourage active participation and engagement with others at the event, minimize elements that are passive and build elements that allow time for conversation, hands-on activities, or give each participant a responsibility.”

Researchers identified key event characteristics that reliably predicted stronger feelings of social connection. The most significant findings indicated that active participation was particularly important.

"Our most striking finding was that active participation—where people are encouraged to interact rather than passively observe—was the strongest predictor of feeling socially connected during an event," Dr. Slatcher notes. "This kind of engagement, even more than simply being in a crowd, appeared to foster a meaningful sense of connection."

“Humans are fundamentally social beings,” says Dr. Holt-Lunstad. “We have robust scientific evidence documenting the consequences that occur when people lack social connection (e.g., social isolation, loneliness) that go beyond well-being and mental health, to influence both individual and community health, safety, and prosperity.”

Additional factors that enhanced feelings of connection included attending events in person rather than virtually, going with others rather than alone, and participating in recurring events rather than one-time experiences.

The research is especially timely in the post-pandemic era, as many people continue to struggle with isolation and loneliness.

"These findings are especially relevant post-COVID, as people are still navigating how to rebuild community and combat the isolation many experienced during the pandemic," says Dr. Slatcher. The U.S. Surgeon General has declared loneliness an epidemic, and issued an advisory led by Dr. Holt-Lunstad.  This study offers timely, practical steps toward addressing these concerns and fostering connection.

However, the study also found that the boost in connection wasn't long-lasting—feelings of social connection typically weren't sustained 24 hours after events ended. This suggests the need for regular participation in such activities to maintain benefits.

"We believe these findings can empower individuals and communities," Dr. Slatcher adds. "Small, consistent choices—like going to a local yoga class or volunteering regularly—can create genuine opportunities to feel seen and connected.” Dr Holt-Lunstad also notes that “This research also has practical value for those looking to create programs and events that truly build community. “In a world that is increasingly isolated, gathering people via live events might be one way to start reversing these trends."

Daisi Brand, the first author of the paper and a doctoral student at UGA, explained that future studies should also focus on how to maintain this level of connection beyond a specific event.

“It's valuable to note that although these event characteristics (in-person, active participation, attending with others, attending regularly) uniquely predicted in-the-moment feelings of connection, research should continue to explore how people can sustain these positive feelings beyond the event to create a lasting sense of connectedness,” explains Brand.

The researchers emphasize that not all events create the same sense of connection. The quality and context of participation matter significantly.

Looking ahead, the team plans to explore how to make these momentary feelings of connection more enduring. "Our field of social psychology is getting a better and better sense of what sparks human connection," Dr. Slatcher observes. "A big question that remains is how to make it last."

For those who would like to learn more, researchers have developed a toolkit to accompany their findings, Events 4 Connection, available here.

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