How Brands Can Build Belonging - Deepstash

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How Brands Can Build Belonging

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, products, and services that deliberately foster the conditions for diverse people coming together in respectful environments for shared experiences.

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MORE IDEAS FROM THE SAME ARTICLE

Social isolation may be the leading problem of our era.

  • Make contact with people you disagree with.
  • Share collective joy and pain.
  • Speak up politely when you disagree.
  • Embrace the paradox. Those with a strong sense of belonging often demonstrate a mix of traits, such as the courage to stand alone, while also being engaged ...

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.

Technology is part of the problem of disconnection, as we're replacing deep, emotion-driving in-person relationships with superficial online relationships.

In previous eras, people used to gather around a faith group, neighborhood association, or trade union.

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