Connection Comes at a Cost—and 2 in 3 Americans Say It’s Worth Paying

Social connections aren’t always free. The run club memberships, the game night refreshments, the “just one drink after”—it adds up. And yet, two-thirds of Americans say they’d strain their budget before they’d give it up.

If that sounds familiar, you’re not alone—and the data agrees. Northwestern Mutual’s recent Personal Prosperity Index found that Americans’ sense of prosperity has actually climbed over the past six months. That’s despite genuine worries about high prices and job security. People are leaning into their own well-being – their physical and mental health, their relationships – even as the broader economy weighs on them. And one reason why stood out: among those whose emotional health improved, 43 percent pointed to stronger relationships and social connection. Americans are craving connection, and they’re willing to pay for it.

Two thirds (66 percent) of Americans say connection is worth the financial cost, even when it strains their budget. That jumps to 75 percent among Gen Z and 79 percent among high-net-worth individuals. And they’re following through: 58 percent of Gen Z and 54 percent of Millennials say they participate in social activities at least weekly.

This fits into a bigger shift we’ve been tracking: Americans are increasingly basing their sense of prosperity on personal factors like physical and mental well-being, not just their account balances. Among adults who felt more prosperous over the last six months, the sense of living life well mattered nearly twice as much as the state of their finances.

But the question isn’t whether to prioritize community when other line items are under pressure; it’s how to make room for it without overspending. The good news is: socializing doesn’t have to break the bank. Across the country, Americans are swapping pricey dinners and impossible reservations for something simpler: yoga classes, craft circles, and activities that cost a little but deliver a lot. It’s a trend popping up among younger Americans, and if you haven’t heard of it, you will: soft socializing.

What is soft socializing?

Soft socializing refers to shared activities with low-pressure communication expectations, like game nights, art workshops or group yoga classes. In these activities, conversation flows naturally and organically. Think of it like easy chitchat, as opposed to how you might converse on a date night, or out to lunch with your in-laws, when you probably feel the need to be “on.” The lack of performance pressure makes it easy to enjoy soft social encounters with casual acquaintances and strangers. The activity itself is the focal point—not your sparkling wit.

Soft socializing forces you to put down the phone and … do something. With real people.

Rising adoption of soft socializing has broad benefits to personal happiness and even financial health.

When weak is strong

The term “weak ties” was coined by

Stanford sociologist Mark Granovetter found that casual acquaintances like those you’d meet soft socializing—what he called “weak ties”—are often more valuable than close friends when it comes to uncovering new jobs and opportunities. Why? Because they move in different circles than you do. Every run club, book club, or pottery class expands your network in ways your inner circle may not.

And the benefits compound over time. Those low-stakes interactions build the confidence to have harder conversations—like negotiating a salary or talking about money with your family. Soft socializing may not feel like a financial strategy, but it builds skills that can benefit your financial life.

Soft social starting points

Soft socializing comes in many forms. Some popular examples can include:

• Physical activities. Exercise classes, hikes and walking tours, dancing, and run clubs.
• Creative groups. Life-drawing classes, cooking courses, photography excursions.
• Quiet gatherings. Book clubs, knitting circles, working and studying in a shared space.
• Lightly competitive events. Pub trivia, board game nights, or mahjong.
• Community service organizations. Volunteering at cultural events, neighborhood clean-ups or food kitchens.

How to get started with soft socializing

You can find, or start, social groups around any activity that interests you. And remember: making room for connection doesn’t have to mean overspending. Here are some starting points:

• Local libraries and cultural spaces. Check out author talks, reading groups and workshops.
• Meetup. Search on the platform for local recurring groups, like book clubs or walking groups, then browse through the groups to find one that interests you.
• Instagram and Facebook. Local groups generally have social media pages; enter searches for the types of activities you want, such as “language exchange,” including your town or neighborhood.
• Event platforms. Eventbrite can be a good source for workshops and other activities, although you’ll want to focus on recurring events, not one-off parties and concerts.

FAQ

Can soft socializing boost my career?

If you think of soft socializing as a form of networking, it might help you get ahead. Expanding your social circle has been shown to open opportunities, including jobs, you might not otherwise hear about. That said, it’s called soft for a reason; you’ll get the most out of soft socializing if you relax and follow your passions. Soft socializing in a work environment could include coffee breaks, casual chats or personal check-ins, giving you an opportunity to build trusting relationships out of your day-to-day.

How can soft socializing lead to close friendships?

Soft socializing is a way to connect with others in a low-pressure environment, usually over a shared activity – a book club, craft night, puzzle group, or casual walk/run club – where the activity is the focus instead of heavy social performance. Unlike traditional high-energy meetups like bars or parties, the activity acts as a buffer and removes the pressure of small talk so connections feel more comfortable and relationships can build gradually and naturally.

Why are young adults embracing soft socializing?

Digital burnout, the high cost of traditional meetups like restaurant dates, and a desire for authentic connections are among some potential reasons that soft socializing has taken off among young people. And they’re willing to pay for it: 75 percent of Gen Z say activities that help them feel connected are worth the financial cost, even when money is tight.

How can singles make room for socializing without overspending?

For single adults, dinners, dates, and weekend plans can carry a real price tag—and there’s no one to split the check with. Singles can start by setting a monthly social budget, then prioritize recurring, low-cost activities like run clubs, game nights, or volunteer groups, where the focus is on the activity rather than the bill.