Parasocial Relationships in 2030

In The Guardian, writer Zandile Powell’s analysis of online ‘guru girlies’ argues that what makes these creators persuasive isn’t the success rate of their advice, it is ‘the parasocial relationship they bring to the already toxic world of self-improvement and wellness culture’. Because these creators are framed as living proof of their own advice, any failure of the tips is internalised by followers as their own fault – and this removes the risk of disappointment in the guru figure. 

Social media influencers have fostered a different kind of parasocial relationship – one that is built on relatability. At Cannes Lions 2025, creator Ahmed El-Ghandour noted that the most important values he offers are the sense of belonging and togetherness. ‘It’s more about the ritual of posting every Saturday or Tuesday and the inside jokes – what I would call the illusion of intimacy,’ he said.

‘These are the new models of connection that are emerging in the world and they’re slowly replacing our ideas of friendship.’ Fans feel as if they truly know the person behind the screen. 

‘Merchandise essentially functions as what is called ‘transitional objects’ in attachment theory – physical items that provide comfort and connection to an absent figure,’ Mindy Weathersbee, a graduate student in media psychology at Fielding Graduate University, tells LS:N Global.

According to Karen Shackleford, professor of social psychology at Fielding Graduate University and author of Real Characters, physical objects can serve as bridges between people.

‘Fans connect with the object of their affection, but they also connect with each other – and that’s just as important. It’s part of how they relate to the meaning behind it,’ she tells LS:N Global.  

From limited-edition Labubu figurines to Duolingo’s mascot plushies and bath bomb-filled K-pop albums, merchandise today serves as memorabilia and emotional anchors.  

The future of parasocial relationships will also depend on whether brands can evoke a sense of vitality, not just intimacy.

According to El-Ghandour, low-stakes, non-personal interactions – whether with machines, content creators or even therapists – fail to provide vitality because the other party in the relationship does not need you. ‘We are not vital to our therapists. We are not vital to Facebook. We are not vital to ChatGPT or any of these systems,’ he says. ‘But we are vital to our pets, our friends, our partners and children.’ 

In this space of brand engagement, there is room for companies to become engines of belonging. Netflix’s singalong screenings of the hit animated film KPop Demon Hunters exemplify this shift. The streamer brought fandom out of digital spaces and into real-world environments designed for togetherness and authentic connection.