In this latest edition of Hot Takes, Joshua Green, Strategy Director at Spark Foundry Australia, explores how digital life’s ‘always‑on’ culture is quietly eroding genuine human intimacy. And why the revival of third spaces may be one of the most powerful antidotes to artificial intimacy, with important implications for brands.
Renowned psychotherapist, Esther Perel, has spoken at length about the way that ‘artificial intimacy’ has fundamentally altered human relationships.
The bestselling author argues that technology has led us to a point where we are simultaneously hyperconnected, and yet may struggle to, “get someone to pick up a package when we’re out of town.” Ouch…
While it may be obvious that the antidote to this very 21st century affliction is good old one-on-one connection, it’s something that’s easier said than done. Today, the mechanics, and, critically, the spaces that facilitate this kind of relationship building are few and far between. In other words, we’ve lost the crucial ‘third space’.
A term coined by American Sociologist Ray Oldenburg, third spaces are, “public places that host the regular, voluntary, informal and happily anticipated gatherings of individuals beyond the realms of home and work.”
Their demise in modern society has been due, in large part, to the reduced role of and trust in public institutions. Whereas many traditional third spaces were organised by the church or state, third spaces today are reliant on passionate individuals who are united less by circumstance and more by shared interest.
It’s not all bad news though. Recently, a new form of ‘shared interest third spaces’ has been on the rise, popping up in new guises for a 2026 audience.
Serendipitous connection through sport
Around Australia today, book, run, supper and social sports clubs are cropping up in unprecedented numbers with one goal in mind: connection.
Case in point – Sydney’s Emerald City Kickball League.
The founders of this organisation recognised the importance of ritualised use of time and space early, banding together during the COVID-19 pandemic to create opportunities to socialise, particularly for the queer community.
Unlike traditional organised sport, the focus was less about competition and more about friendship. As one member shared, “It’s ultimately (an opportunity) to meet new people and have fun, and find a space where (members) can just be themselves and have a sense of belonging to a group of people like them.”
And it’s resonated. What started as a small group in Sydney has now expanded to Perth, Melbourne and, most recently, Brisbane.
Much like the third spaces of yesteryear, the kickball league is reliant on both ritual and a set activity or form of gathering. Without these parameters, the likelihood of forming a meaningful bond reduces dramatically.
And it’s ultimately these points that differentiate a book club or run club from other shared spaces, like work or visiting the supermarket.
Why does this matter?
A UK based study found that since the pandemic, the average 30-year-old has lost 4.5 friends. This, coupled with the digitisation of many ‘micro-interactions’ – think groceries delivered via app in lieu of going to the supermarket and exchanging niceties with the check-out person – has made us hungrier than ever for human contact.
That’s because there is specific value attributed to in-person connection. A benefit that is particularly pronounced when it takes place in a recurrent, ritualistic capacity – for example, seeing your friend face-to-face, once a week.
Beyond the physiological, there’s also an economic element at play. With the cost of living a continuing concern for many, third spaces offer a low-cost (or free) means of socialising.
The third space: An opportunity for brands
Third spaces address an increasingly unmet human need: our innate desire for authentic, in-person connection – the antithesis to ‘artificial intimacy’.
While some consumers have looked to address this themselves through the creation of their own third spaces, it’s an area that is notably untapped by brands. This is curious, as third spaces represent a sizable opportunity.
One reason may be the potential risk. Done wrong, a brand could easily be seen as attempting to commercialise spaces that are cherished and personal.
However, there is evidence of brands that have been able to overcome this hurdle. Take Revlon for example, who last year hosted their Get Up and Glow events: a series of morning pilates classes that brought together creators and the public to celebrate a more holistic definition of beauty. This is a prime example of fostering a space for connection in real life (IRL).
For other brands interested in leveraging the third space, there are three key questions they must ask themselves:
- How can you facilitate connection in a way that’s doesn’t rely on a transaction, and how could that reshape your customer journey?
- How can you take engaged online communities and find ways for them to interact in real life?
- How can you reimagine the purpose (and form) of your physical touchpoints?
As the success of Emerald City Kickball League has so clearly shown, build it and they will indeed come.
