The Power of Generosity
in Mixed-Use Real Estate

At a time when our lifestyles have become increasingly lonely and detached for a multitude of reasons, the value of the public space as a venue for connection is attracting attention. Surprisingly, mixed-use real estate is a prime candidate among public places with the potential to alleviate loneliness even as it benefits commerce. We see this as a win-win and explore why and how it can work.

Our lifestyles are changing.

As traditional family structures shift and geographic mobility increases, loneliness has quietly become epidemic.

• The average American has fewer friends now than they did in the 90s. Americans report fewer close connections, talk to their friends less frequently, and rely less on their friends for personal support.
• Worldwide, 33% of people report feeling lonely, with 59% of 18–24-year-olds saying it negatively impacts their wellbeing.

What do social scaffoldings offer?

• While, historically, third spaces offering social connections without the need to purchase products—think libraries, community halls, and churches—would be the baseline port of call for people looking for belonging, the decline of social infrastructure has created a void.

• However, brands have long recognized the importance of connecting consumers not just with their product but with their why, valuing the opportunity to create social networks among like-minded cohorts. Increasingly, we are seeing this as an opportunity to fill the social void at the larger scale of brand connection—mixed-use real estate redefining what community generosity and enrichment can mean for our future landscapes.

• In an era where mixed-use real estate is languishing and being repurposed, investing in generosity-driven public spaces within mixed-use developments might offer the greatest return of all.

How can a mixed-use development combat loneliness?

The real value of mixed-use developments lies in infusing spaces with energy, vibrancy, and the IT factor. Consider mixed-use real estate as more than a vessel for consuming but rather as a harbor of experience and enrichment—a chance to create new memories, relax, and connect across generations, as well as encourage commerce.

• 62% of young US adults said they would be motivated to buy a product or service if it helps them achieve a sense of community belonging.

• An emphasis on community, mutual aid, niche events, and cultural heritage transforms mixed-use real estate into dynamic and energetic community hubs that incentivize consumers to shop, rest, and linger—returning frequently, their experiences not tied to a singular purchase but to the repeated creation of memories.

Three imperatives for generosity will benefit mixed-use properties.

• Be it a mixed-use prototype development or the re-purposing of existing real estate, the key to constructing lasting hubs of energy and consumer footfall lies in understanding what drives humans to engage with, enjoy, and return to environments.
• We see three core imperatives for generosity as the foundation for imbuing mixed-use developments with community and energy and a return on investment through purchasing power.

#1 Tell the story.

As we look to the future, there will be a growing interest in and reliance on cultural heritage and rituals—both old and reimagined—within mixed-use developments to provide a sense of stability and a feeling of home during turbulent times.

The goal is to evoke a deep sense of awe and connection in consumers, making them feel part of a shared history and a larger narrative. When customers feel genuinely connected to the story you are telling, they are more likely to return time and again.

• Deep-dive into consumer attitudes, both societal and local, to build foundational strategies for immersive brand experiences within mixed-use real estate. Map customer journeys, explore culturally relevant hubs and history, and consider the long-term purpose of neighborhoods and communities.
• Brands and developers who master the art of building loyalty and influencing consumer behaviors recognize that the journey goes beyond the product itself. The real key lies in crafting an immersive experience that makes people feel part of something greater than themselves.
• To create this sense of belonging, actively weave the heritage of buildings and the surrounding community into developments. By integrating authentic elements from the past and celebrating local history through heritage and learning hubs, mixed-use can step into the true power of place, connecting people to something larger than themselves.

#2 Create magic.

Creating dynamic and engaging mixed-use developments involves bringing together seemingly disparate elements—brands, service lines, workplaces, hospitality, and retail—in a way that feels cohesive and innovative.

The goal is to create a new energy and synergy by blending these components into a unified, vibrant experience.

• Develop spaces that not only attract visitors but also become integral to the local community, offering cultural, social, and economic benefits.
• Bring together differing bedfellows by integrating brands with complementary service lines to create a seamless experience—think retail stores that double as a workshop or design studio, encouraging free hands-on interaction and immersion with the product. Adding cultural venues, such as museums or galleries, alongside retail spaces attracts a diverse audience and encourages prolonged engagement.

• Draw on the expertise of crafting brand synergies, identifying how different brands can work together to enhance each other’s strengths and appeal to overlapping target audiences.

#3 Stay nimble.

Imbuing mixed-use real estate with flexibility and modular concepts allows for agility in reacting to and planning for shifts in both consumer expectations and behavior.

• Design spaces that serve multiple purposes and adapt to various uses throughout the day, fostering a dynamic atmosphere.

• Consider the concept of natural resiliency and temperature modulation in relation to the accelerating climate crisis. Enhance the connection between humans and nature within mixed-use real estate.

• Create spaces for flex and change as exhibit hall areas or to accommodate pop-ups and other events.

Conclusion

Conviviality and community are not just about feeling good; they are powerful assets and a vital economic and social force in shaping the cities of tomorrow.

• Marrying real estate needs for greater footfall and energy with a societal craving for belonging can help invigorate our communities and foster deeper connections between people and place, strengthening the support systems that enhance our collective well-being. The path forward for mixed-use lies in strategically integrating generosity and third-space environments into mixed-use real estate, with scaling methods depending on development types, investment appetite, and community needs. The ultimate goal is to create stronger, longer-lasting engagement with users, thus improving not only the property’s value but the property’s value to its community as well.