The community context
The community revolution is rooted in empowerment. Take the rise in co-living initiatives around the globe: communities are actively place-shaping to realize their own needs and desires. From eco-friendly collectives to new urban villages featuring extensive communal facilities, these endeavors collectively reimagine the concept of ‘livability’. They offer an answer to societal problems such as affordable childcare, shared leisure activities, accessible transport and environmental impact. In other cases, communities are uniting to establish inclusive sanctuaries, such as LGBTQ+ cohousing for senior citizens. Village Hearth is just one example in the USA, with similar initiatives in the Netherlands, Denmark, Germany and Spain. Across the world, communities are responding to social and climate vulnerabilities and prioritizing a set of shared values by shaping their lived environment.
When it comes to financial empowerment, there are also a growing number community-driven initiatives. In the UK, over £200m has been raised in community shares, providing a direct stake in businesses they care about (from local shops to historic buildings and renewable energy schemes), fundamentally altering the role of the collective role in the local economy.
It doesn’t stop at a local level - communities are redefining business models on a global scale, enabled by advancements in blockchain technology. Tokenized fandoms are empowering people to invest financially, emotionally and creatively in their shared interests, whilst rewarding them with exclusive access to artists, unique experiences, and even the opportunity to purchase part of a creative work for royalties. The Chainsmokers revolutionized fan engagement with the launch of their latest album with 5,000 NFTs, each linked to a specific part of the album and representing 1% of royalties. Not only was this a unique way for the artist to monetize their work, it also offered the community of fans a new level of participation and investment in the artists’ success, creating a deeper ongoing relationship.
From hyper-physical built environments to the most cutting-edge parts of the metaverse, communities are reasserting their role in society. They are reshaping fundamental parts of our lives - how we share resources, foster symbiotic environments, and co-create. This increased empowerment and heightened connectivity impacts how people expect to interact with brands. Stocking local products or having local art on the wall will no longer be enough. Brands need to consider more fundamental shifts in how they involve communities at a creative and financial level to stay relevant and appealing.
The good news for brands? Community happens to be good for business. According to Harvard Business Review, community-building strategies have the potential to unlock superior business models, with serious competitive advantages. By establishing authentic connections, brands nurture trust, loyalty, and advocacy. Devoted brand loyalists become prolific generators of content, enabling a shift from broadcasting messages in a world oversaturated with marketing noise, to organic, authentic promotion by members who have developed a deep connection with the brand. On top of this, a strong community of loyalists also enhances brand "stickiness" and resilience – essential in today’s volatile economic landscape.