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In previous eras, people used to gather around a faith group, neighborhood association, or trade union.
However, the crisis of social isolation has created a vacuum that commercial, for-profit brands are stepping in to fill.
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Most brand-led community building focuses on people loosely aggregated around a brand, where the brand is the hero, and the people mostly interact with the brand.
What is needed are initiatives that enhance belonging with real connection. Brands should create spaces, experiences, product...
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151 reads
Technology is part of the problem of disconnection, as we're replacing deep, emotion-driving in-person relationships with superficial online relationships.
Another cause is the decline of participation in organized religions that were traditionally responsible for weaving social fabric.
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Some for-profit brands are identifying the opportunity for stepping into the cultural need and market opportunity for more in-depth, real-world person-to-person connections.
Those companies that help us forge meaningful connections will win deep loyalty. If belonging can be built aro...
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Social isolation may be the leading problem of our era.
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The phrase ‘existential crisis’ has its roots on the philosophy of existentialism.
Existentialists view life in terms of meaning, freedom, isolation, death and ponder about the choices that are made everyday. They look towards problems and obstacles in a deeply penetrating...
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