Belonging is a fundamental hallmark of being human. We find it through people like us, our communities, which are no longer tethered geographically.
This year, in the midst of the pandemic, we set out to understand how brands can harness the power of community to inspire this sense of belonging. We picked the brains of 8000 young adults across the globe. What makes communities seek out specific brands? And how can these brands influence and build long-lasting ties with those communities?
The Belong Effect is a global research initiative by Sid Lee to study communities and help marketers activate their potential.
It examines the different types of communities, the pillars that make a strong community around which members organize, and how brands attach to their communities.