Social isolation has become a defining societal challenge of the twenty-first century, yet we know relatively little about its role in consumer behavior. This track invites participants to help shape an emerging area of consumer research by examining how marketplace, institutional, and societal forces can create, reinforce, or alleviate social isolation. Together, we will distinguish social isolation from related concepts such as loneliness, develop a conceptual framework, and identify novel and promising directions for future research. Ultimately, the track seeks to reimagine how marketing and markets can foster meaningful social connection, improve consumer well-being, and promote human flourishing.