ROSSMANN and NIVEA CONNECT unveil support hub to address youth loneliness
The hub’s branding and content were developed by the agency WYNKEN, BLYNKEN & NOD.
GERMANY – ROSSMANN and NIVEA CONNECT have deepened their collaboration to tackle loneliness among young people in Germany through a new initiative called unseen, a low-threshold digital hub focused on prevention, awareness and guidance.
Loneliness is a major psychosocial issue for youth: the NIVEA CONNECT COMPASS, a global survey of over 30,000 people across 13 countries, found that 53% of 16- to 24-year-olds in Germany say they feel lonely, with many reporting they feel lonely often or always.
Existing services frequently intervene only in acute crises, are overly clinical, or fail to engage younger audiences, leaving a gap unseen and aimed to fill.
Launched on June 1, 2026 at www.unseen-hub.de, the platform offers clear explanations, personal perspectives and practical advice to help young people understand and classify their feelings of loneliness and take first steps toward addressing them.
It also points users toward low-threshold professional support, anonymously and tailored to individual situations.
Christian Haensch, General Manager Beiersdorf Germany and Switzerland, said loneliness among young people is often invisible and underlined the importance of accessible early-intervention services.
Raoul Rossmann, CEO and Spokesman of ROSSMANN’s Management Board, highlighted the companies’ decades-long retail relationship and shared belief in community, saying the collaboration scales social initiatives, such as school programs, mentoring and psychiatric support, so loneliness can be addressed earlier, before isolation becomes a crisis.
The unseen launch is supported by a three-week national awareness campaign featuring a video and running across streaming, online video and social platforms including TikTok and Meta, designed to reduce stigma and steer young people to the hub; the campaign also includes a donation drive for the crisis counseling service krisenchat.
NIVEA CONNECT, introduced as a global social mission in September 2024, operates in more than 30 countries and pairs acute crisis support, via the krisenchat partnership, offering free, anonymous 24/7 digital counseling, with preventive work like unseen; score4impact acts as strategic impact partner to align efforts with young people’s needs.
For ROSSMANN, long-standing social engagement is central to the family-owned company’s identity, with programs that promote mindful media use, support the transition from kindergarten to school, provide one-on-one reading and mentoring, and fund mental-health services.
The recent commitments include a €500,000 9 (USD 573,108) donation to krisenchat and €1.4 million (USD 1.60 million) toward modernizing child and adolescent psychiatry wards in Hanover.
The unseen hub and the expanded partnership with NIVEA CONNECT represent a continuation of ROSSMANN’s focus on strengthening social connections, adapting to digital-era challenges, and raising the profile of youth loneliness across Germany.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
