What's happening:
Despite living in a world that is more connected than ever before, feelings of disconnect and lack of belonging are becoming increasingly apparent, especially among younger generations. This phenomenon can drive consumers to seek out communities and spaces—both online and offline—where they can find genuine connections and a sense of belonging. This desire for connection influences the way younger generations build relationships, consume content, and engage with the world around them, making the creation of meaningful communities more important than ever.
What we found:
- 56% of Gen Z and 48% of Millennials report feeling like an outsider, despite 46% and 52%, respectively, noting that being part of a community is very or extremely important to their identity and sense of well-being.
- While family (69%) and friends (61%) are both sources people find community in across the board, those that find greater importance in community are more apt to seek it out in other forms. Things like social media (52%) and club/interest groups (30%) are common places for this group while those that value community less are more likely to stay in their close network of loved ones.
- 42% of respondents frequently seek out others who use the same products and services to share tips, experiences, and advice. This is even higher for those who value connection and community the most (65%).
- With that in mind, 42% stated they would be interested in a community created based on affinity for a brand or product, highlighting the opportunity for brands to be yet another source of belonging for people.
Why it matters:
In a time where trust is crucial for a brand, these insights reveal a significant opportunity to build lasting relationships by fostering community and connection. By creating spaces where consumers feel heard, valued, and connected – whether through social media platforms, exclusive memberships, or in-person events – brands can transform passive customers into active advocates.
Cultivating a community also allows brands to gather valuable insights directly from their most loyal customers, helping them refine products, improve services, and stay in tune with consumer needs. This only further emphasizes the importance of trust in brands, as consumers can feel heard and reinforce a cycle of loyalty and advocacy that drives sustained brand growth.
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