The Youth Lab

WHY THIRD SPACES MATTER NOW

Sociologist Ray Oldenburg popularised the concept of the third space (or third place) in his book, The Great Good Place. Third spaces are places that sit outside home (first space) and work (second space), where people gather casually and community forms organically. Think cafés, pubs, libraries, parks, barbershops. Historically, these spaces acted as social glue. Today, many have eroded, replaced by digital platforms that mimic connection but rarely replicate the depths of connection made in-person.

The data is stark. A 2023 Gallup global study found that over one in five people worldwide reported feeling lonely the previous day. In the US, the Surgeon General has formally labelled loneliness an epidemic, linking it to increased risk of anxiety, depression, cardiovascular disease and early mortality. Harvard’s long-running Study of Adult Development - one of the most comprehensive studies on happiness - consistently shows that strong social relationships are the single biggest predictor of long-term wellbeing, outweighing wealth, status or success.

So, what’s driving this disconnection? Urbanisation without proper community planning. Longer working hours. Remote and hybrid work reducing human interactions. And of course, social media - which is increasingly prioritising content over connection. Recent studies show that heavy social media users report higher levels of loneliness than those who use it moderately or intentionally.

But there are signs that people are starting to reject artificial connection. As digital spaces become noisier and more polarised, physical spaces feel calmer, safer and more human. This is particularly visible among younger generations. Gen Z may be digitally native, but they are also highly aware of digital burnout. Over 50% of Gen Z are actively exploring avenues to limit screen time, opting for activities such as reading books, spending time outdoors, or enjoying digital-free date nights.

In Ireland, traditional third spaces like community halls have declined in number, yet those that survive are evolving. Pubs hosting language exchanges, book clubs or markets are seeing renewed relevance. Libraries are rebranding as cultural hubs. Gyms are becoming social anchors rather than purely transactional spaces.

The message is clear: connection hasn’t disappeared, it’s looking for new rooms to gather in.

HOW THIRD SPACES ARE EVOLVING

Three key shifts are defining the modern third space:

1. From consumption to participation

Traditional third spaces were often passive - you drank, you watched, you listened. Today’s third spaces are inviting participation. Pubs are host to thrift markets, craft events and games nights. Cafés double as event venues (silent book club, anyone?). Libraries run workshops and talks. These spaces succeed not by selling more, but by giving people a reason to show up for each other.

This shift aligns with broader cultural trends. Research from Eventbrite shows that 78% of millennials prefer spending money on experiences over things, while Gen Z increasingly values activities that create shared memories and low-pressure social interaction.

2. Gyms as social infrastructure

One of the most interesting evolutions of the third space is the modern gym. Once transactional and individualistic, gyms are now positioning themselves as communities. Group training, run clubs, cold plunges, yoga collectives and post-workout coffee rituals are all on the rise. Strava's 2025 report showed that club events have grown massively since 2024, with the use of the clubs feature quadrupling in popularity to 1,000,000 clubs worldwide.

A recent survey from The Gym Group found 37% of Gen Z use the gym as a place to socialise, and a further 42% have formed friendships while keeping fit. In Ireland, run clubs linked to cafés, pubs or brands have exploded in popularity - blending fitness with friendship and routine with ritual.

3. Alcohol-optional events

Importantly, today’s third spaces are becoming more flexible. There is a rise in sober-curious culture, daytime socialising and activity-led gatherings.

HEINEKEN Ireland’s recent Always a Choice Report demonstrates that Irish social life is evolving, and moderation is increasingly at the heart of that evolution. 87% of people surveyed said some of their most enjoyable social moments happened while moderating, or not drinking at all.

“The Irish pub is globally iconic. It always has been a community space. It’s a great place to meet and socialise. And what the zero-alcohol category allows is for consumers to have the opportunity to go out more and not only drink alcohol. It’s a bit like going for a coffee with mates but at the pub.”

Jason Cox, On Trade Director, HEINEKEN Ireland

Pubs that lean into this, offering low-and-no alcohol options, daytime programming or community events, aren’t losing relevance. They’re extending it - building local communities and customer loyalty.

Across all of these shifts, the common thread is intention. Third spaces don’t work by accident anymore - they work because someone designs them with people, not profit margins, at the centre.

LOOKING AHEAD: THE FUTURE OF COMMUNITY

As AI accelerates and digital life becomes even more frictionless, the value of physical presence will rise, not fall. We predict a future where third spaces are treated less like “nice-to-haves” and more like essential social infrastructure - as important to wellbeing as housing, transport or healthcare.

For younger generations, community won’t be something you scroll through; it will be something you schedule. Expect more recurring rituals: weekly run clubs, monthly markets, standing book clubs, and regular workshops. These repeat moments matter more than one-off events; they create familiarity, trust and ties - the social connections proven to strengthen communities most.

We’ll also see a blurring of categories. Gyms will look more like cafés. Pubs will act more like cultural centres. Retail spaces will feel more like clubhouses. The most successful spaces won’t ask “What will we sell?” but “What will bring people back?”

In Ireland, where informal gatherings have always been culturally significant, this shift feels less like a trend and more like a revival - updated for modern life. The challenge now is protecting existing cultural spaces to ensure they don’t disappear forever.

The future of connection isn’t anti-digital. We’ll still be using technology to organise, but physical spaces are where we’ll find belonging and community.

BRAND TAKEOUTS

Third spaces offer brands a powerful lesson: community can’t be forced, but it can be facilitated.

Belonging beats visibility: Third spaces work because they make people feel comfortable and connected, not targeted. Brands should prioritise enabling belonging over chasing attention.

Enable community, don’t own it: The most credible role for brands is to support existing communities by providing space, tools or funding rather than trying to create or control them.

Consistency builds trust: Community is formed through repetition, not one-off activations. Brands that show up regularly will build deeper affinity than those focused on short-term impact.

Participation matters more than consumption: Modern third spaces thrive on doing: learning, moving, creating, contributing. Brands should design involvement that invites participation, not just purchase.

Measure value beyond conversion: The real return of third spaces is long-term relevance, warmth and trust. Success should be judged by sustained presence and emotional resonance.