Belong Index 2020 - Disney | The Belong Effect by Sid Lee

/40

Community:

Family

Parents + Entertainment + Travel

Trading on its long-standing reputation as the brand that makes family magic happen, Disney shows that focus pays off. Its stories give families a language to communicate, create lasting rituals, and provide weary parents a reliable source of powerful storytelling. So powerful, in fact, that Disney has become a fundamental part of family identity.

Identity

/10

Disney’s power lies in its ability to reflect life in stories, providing escape as well as archetypes that allow for individuals and families to share values and memories made around the brand’s content. What other brand has inspired millions of parents on how to name their children?

Social Capital

/10

Besides the instant connection many families find within themselves or to one another, the official Disney fan club, D23, creates a hub for the Disney community to connect and share their love. The invite-only Disney+ Fan Community takes social capital to the next level, placing a premium on member’s opinions.

Oneness

/10

Up to 50% of U.S. internet users with children under 10 in their households have subscribed to the Disney+ streaming service. Shopper demographics range across age and race groups, although they tend towards the higher income ranges.