In a hyperconnected world, where everything seems to be measured in likes, views or followers, young people are beginning to rethink the true meaning of digital connection. What’s the point of having thousands of interactions if none of them generate trust, belonging or emotion? That’s the question it poses. Deciphering The Yosphere: how connections are built in the digital agea study developed by Gerund which proposes to look beyond algorithms and understand how emotions shape online relationships.
The Yosphere is that personal space where identity, expression and social ties are intertwined. This defines how we show who we are, what we share and who we relate to. In this environment, every story, every post, or every “like” button shapes our way of connecting with the world.
In interview with The EconomistElena Benítez, general director of Gerundio, explains: “Digital is no longer just a channel to communicate, but the space where we design emotions and relationships.” The study shows that in the current context —marked by immediacy and overexposure—people, especially young people, seek authentic connections. It is not just about sharing content, but about generating digital experiences that respond to deep emotional needs.
Emotional drivers
Gerund identifies six emotional engines that guide digital behavior and explain why a user trusts, participates or abandons a platform or brand:
- Caution: the need to feel safe and in control of what is shared.
- Personalization: the expectation of receiving tailored experiences and content.
- Comfort: the search for simple, agile and frictionless processes.
- Nostalgia: the connection with positive memories and feelings from the past.
- Curiosity: the urge to discover something new, inspiring, or unexpected.
- Reciprocity: the desire to be heard and recognized.
Benítez explains that these six drivers allow us to understand why young people are no longer satisfied with the superficiality of the scroll infinite. They want digital spaces where they can express themselves without fear, learn, collaborate and be part of purposeful communities..
According to Salesforce data, the 73% of consumers expect brands to understand their unique needs and expectationswhich reinforces the importance of connecting with the emotional part of the user. This is particularly relevant for university students and young professionals starting their working lives: in a competitive environment, human connections have become a strategic value.
The studio also offers practical learnings for brands, institutions and creators:
- Design digital experiences safe and transparent, that respond to the caution of users.
- Encourage co-creation and mutual recognitionstrengthening reciprocity.
- Take advantage of nostalgia and curiositygenerating memorable moments that inspire discovery.
- Go for comfort and personalizationoffering simple and person-centered interactions.
For young people, understanding the logic of La Yósfera not only serves to better manage their networks, but also to project their professional identity. Universities and organizations that manage to translate these emotional dynamics into communication and innovation strategies will be closer to building solid and trustworthy communities..
Innovating today is designing links, not just interfaces. In a digital world saturated with information, emotions have become the new currency of value,” said Elena Benítez, general director of Gerundio.
“In the Yosphere, growing does not mean reaching more people, but connecting better with them. Because Behind every click, there is someone looking to belong, learn and be heard. And that is the real challenge for the new digital generation: transforming connection into relationship, visibility into trust, and emotion into community,” concludes Benítez.
