In 2024, around 15% of Australians aged 15 and over reported experiencing loneliness, according to the HILDA Survey. At the same time, Australia performs relatively well on measures of social connection. The Meta-Gallup Global State of Social Connections found that 83% of Australians felt “very” or “fairly” connected to others, compared with 72% globally.

So, if many of us feel connected, what might help those who don’t?

The US Chamber of Connection offers one way of thinking about it. Its Six Points of Connection outline six different ways people can build and maintain connection through everyday life.

1. Know a neighbour you can rely on
Knowing someone nearby well enough to call on them when you need help can make a real difference.

It might be the neighbour with a spare key, the person who checks on you during a heatwave, or someone who can pick up your child when you are unexpectedly delayed.

These relationships can be easy to overlook, but they give us a sense that we are part of something close to home.

2. Find a community of identity
We often connect with people through something we have in common – our culture, faith, profession or life experience.

But simply joining a group doesn’t necessarily create a sense of belonging. That tends to come through participation: turning up, contributing, sharing experiences and getting to know people.

3. Join an activity-based community
Some connections develop simply because we regularly do something alongside other people.

Sporting clubs, choirs, walking groups, book clubs, craft classes and community gardens bring people together around a shared activity, giving them the chance to see the same people, week after week, and get to know each other over time.

This may be particularly important in an increasingly fragmented society. While identity-based communities often bring together people who already share something important, activity-based communities can bring together people who might otherwise have little in common. The shared activity is enough to get people through the door – and repeated participation creates opportunities to connect across differences.

4. Stay in touch with friends and family
Close relationships need some maintenance. The Six Points framework suggests making contact with a friend or family member at least twice a week.

That doesn’t have to mean a long conversation. A walk, phone call, dinner, swim or few messages can all count.

The important part is keeping the connection going. It is surprisingly easy for everyday busyness to get in the way.

5. Find your third place
Home is the first place. Work is traditionally the second. A third place is somewhere else we regularly spend time – a café, park, gym, pub or community centre.
The idea comes from American sociologist Ray Oldenburg, who coined the term in his 1989 book The Great Good Place. His research explored the role of informal gathering places in community life – places where people can spend time with others without needing a particular reason or formal invitation.

Ray describes third places as easily identified by the fact that most of their regulars arrive at them alone but immediately join others, the whole constituting “the gang,” and it is these people who set the tone of conviviality and impart a festive atmosphere. Careful attention to them will often reveal a good deal of laughter, banter, teasing, and the use of nicknames.

More recent research continues to explore the role these places play in social connection. Studies have found that characteristics such as familiarity, accessibility and opportunities for informal interaction can help turn an ordinary place into somewhere people want to return to and spend time.

6. Volunteer
Volunteering adds another dimension to connection: contribution.

When we give our time to a club, charity, community organisation or local cause, we meet people while doing something we care about. Over time, that can create a virtuous circle – we become more involved, get to know more people and feel more connected to the community around us.

Research from the University of Maryland has found that people who volunteer are 24% more likely to join a community group, while other research has linked volunteering with lower levels of loneliness.

What does this mean for organisations?

The Six Points are presented as things individuals can do, but they also raise an interesting question for organisations, governments, brands and communities: how easy are we making it for people to connect?

A local council might explore how well residents know their neighbours and whether they have someone nearby they could turn to for help – and create opportunities for people to meet, get to know each other and build those connections.

A state government agency could explore whether people feel they have opportunities to connect with others who share their culture, identity, interests or life experiences – and what role government services, spaces and communications might play in supporting those communities.

A sporting or community organisation might explore what would make it easy for more people to join a regular activity – lowering the barriers to that first visit and understanding what would encourage people to keep coming back and become part of the community.

A café could introduce a “Friday catch-up” offer designed for two or more people, giving friends a small incentive to make their weekly coffee together a regular ritual.
A shopping centre could create a regular “locals’ hour” – with free seating, coffee, newspapers, games or a simple activity – giving people a reason to drop in even when they don’t need to shop. Over time, the familiarity of seeing the same people in the same place could turn part of the centre into a genuine third place.

A company could make volunteering something employees do together, rather than simply offering individual volunteer days. A team spending a morning helping a local organisation creates an opportunity to contribute to something meaningful while strengthening relationships with colleagues.

The common thread? People, places and activities that bring us back again and again.

Square Holes is a cultural insight studio.

We design mixed method explorations of people and culture beyond the category,  uncovering the patterns, tensions and shifts shaping behaviour to inform strategy, inspire innovation and enable confident decisions. Our studio model brings together the right mix of thinkers, researchers and specialists for each exploration. If you’re navigating change, entering a new market, or seeking deeper understanding of people and culture, let’s start a conversation >