NIVEA CONNECT COMPASS Reveals: Loneliness Is a Global Crisis – Young People Are Most Affected

A new global study from NIVEA uncovers sobering data: loneliness is a global crisis – and young people are the most affected.

With the first-ever NIVEA CONNECT COMPASS, based on responses from over 30,000 participants across 13 countries, the brand reveals that more than half of all respondents feel lonely at least sometimes. Among the 16 to 24 age group, one in four reports frequent feelings of isolation.

The findings are clear: Loneliness is not a fringe issue, but a worldwide experience that affects people regardless of background or age. Although family (67%) and friends (59%) are seen as key sources of support, one in three people say they cannot rely on close relatives.

Most alarming: Loneliness often goes unspoken. 56% of those who feel lonely say they find it difficult to ask for help, largely due to stigma and fear of being a burden.

The health effects are significant – comparable to alcohol abuse, lack of exercise, or smoking 15 cigarettes a day, warns Dr. Julianne Holt-Lunstad, scientist and advisor to the NIVEA CONNECT initiative.

In response, NIVEA launched its global social mission NIVEA CONNECT in 2024. In under a year, the initiative has supported more than 30 projects worldwide to combat loneliness and foster meaningful relationships. In Germany, for example, NIVEA CONNECT collaborates with krisenchat, a non-profit offering chat-based mental health support for young people.

Starting in July, the initiative will also launch an international awareness campaign, featuring guides tailored to specific groups such as youth, adults, and educators. This mission reflects the parent company Beiersdorf’s purpose: “Care Beyond Skin”, part of the company’s “Win with Care” strategy.

Bottom line: The key to combating loneliness lies in deep human connections. People who feel connected report significantly higher levels of happiness and well-being, the study confirms.