The Belong Effect by Sid Lee logo

Community
Research

How Gen Z
and Millennial communities
drive business
growth

Our

Hypothesis

We believe communities can be a driver for business growth. That begins with a definition and understanding of what makes a community.
Rooted in social-science research ranging from psychology and economics to sociology and political science, we identified four pillars that make a strong community, and five types of communities in which people organize.

THE BELONG EFFECT 2021 REPORT
How Gen Z and Millennial Communities Drive Business Growth

The Belong
Effect 2021 Report

2021 Report

In our first longitudinal study of 8000 young adults across the globe, we have validated our insights, identified the strongest communities, and provide steps on how to harness the network effects of communities to drive brand growth.

The Four
Community
Pillars

The characteristics that contribute to a person’s ability to derive a deep sense of belonging from
the community.

Select a pillar below
to learn more:

The Four
Community
Pillars

The characteristics that contribute to a person’s ability to derive a deep sense of belonging from the community.
next

The Five
Community
Types

The five types of communities are categorized by the purpose that brings them together.

Select a type below
to learn more:

What You'll
Learn From
Our Report

01

How belonging
will be your competitive edge

02

How to rally communities
(especially the youth)

03

How to harness the power of
network effects to drive growth

04

And ultimately, how to participate
in communities as a brand

Learn about brands doing community best and how
we score brands.