Solitude as a new aspirational lifestyle: 'We are not lonely'

A growing niche on social media is highlighting solitude as an aspirational lifestyle, with content creators sharing their daily rituals of living alone. These creators, often women, focus on peace and independence, presenting an alternative to the perceived excesses of social media.

Lana Isa, a software sales manager in Toronto, gained significant traction by sharing her routines, including self-care, solo dining, and even documenting challenges like being locked out of her apartment. Her videos, which have garnered millions of views, often feature taglines about being childfree, single, and living alone. Isa explained that the "no friends" aspect was a reality she had lived for years, finding it taboo to discuss.

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People don't talk about having no friends a lot... I think it's still what people would consider embarrassing or a little taboo.

Isa's decision to share her experiences led to an unexpected connection with an online audience. Her follower count surged as people related to her circumstances, finding comfort in feeling "seen" and bonding over similar experiences of living alone or lacking close friends. This created a sense of community among those who felt isolated.

However, this trend has also attracted backlash. Isa and other creators have been labeled "loneliness influencers," with some critics framing their content as a new demographic of sad individuals. The narrative suggests these creators are promoting a lifestyle that is not necessarily aspirational but rather a reflection of social isolation.

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It was eye-opening to see other people who are living the same situation that I've been… and to feel like I could kind of relate to people for the first time in a while.