Community connection
One of the big marketing shifts for 2023 is community, with focus on reaching consumers in the communities they’re part of, as well as embracing local communities. We take a look at how you can create connection with customers and encourage them to participate in your brand.
The sense of belonging
Consumers will always have a fundamental need for connection. Belonging is a feeling of connectedness to a group or community – the sense that you’re part of something. It’s also critically tied to social identity, and a set of shared beliefs or ideals. To feel a sense of true belonging, you must feel seen and understood by your group.
This sense of belonging can be nurtured through regular and positive interactions with other people within the community. For brands, understanding your customers and their communities is vital to build brand loyalty.
We like how BelliWelli, a brand of snack bars founded in a community of people who suffer from digestive issues, let their community decide what their packaging should look like. They used social media and email feedback to interact with their customers, reasoning that ultimately that’s who they were making the product for so they should have a say.
Benefits of communiTY
Knowing which communities your audience are part of can help you to appeal to them. What resonates with them? What are their values? You can then offer exclusive benefits and products to help build that community relationship.
“51% of LGBTQ+ individuals think rainbow products are not authentic.”
Feeling part of an inclusive, valued group goes a long way with brand loyalty. You could provide access to an online community platform, or offer in-person events for members only. Nike’s inclusive new platform, .SWOOSH, allows community members to access physical Nike products and attend online events, such as intimate conversations with athletes and designers. It’s all about connection.
Supporting your local community
During the pandemic there was a rise in people shopping closer to home and choosing to support small businesses. This helped local communities grow, and that same supportive mentality can still apply to larger businesses.
“64% of shoppers have been choosing to shop closer to home in the past year, to support the local community.”
Get to know your local communities and work with them to build a strong connection. Promote local events, products and suppliers, and show consumers that you care about, and are a large part of, their community. Produced in Kent is one store that does this well. They showcase products from the surrounding area of Kent and encourage people to shop locally, giving details of the suppliers and their brand stories, as well as hosting events.
Giving more back
Charity and giving back are a key part of building a sense of community. Showing that your brand supports others, particularly local partnerships and causes, creates an authentic connection.
Work with communities who represent your values and demonstrate to consumers that their money is also being used to do good. Make your brand synonymous with caring for communities.
Who’s connecting with communities well?
How can retailers create an authentic connection and build inclusive communities? One brand who’s creating opportunities in their community is re-wrap, a social enterprise dedicated to improving the lives of rural women and farmers in India. They work with women from different backgrounds, creating a community, giving support and developing skills. Their products have a positive impact on people and the planet – they recently qualified as a B Corp based on their social and environmental performance, transparency and accountability.
Another brand who’s leading in understanding their community is Sad Girls Club. They are both an online platform and real life community created to bring young women of colour together who are battling mental illnesses. Founded by Elyse Fox, this non-profit truly understands these young women, provides mentorship, tips and resources, and builds a nurturing community for them to know they are not alone. Click here to find out more about our work with Sad Girls Club.
Feminist wellness brand The Honey Pot Company are creating a connection with their community. They’re focusing on an organic social media strategy, so they can give their community “the forum for two-way dialogue”, to listen and learn from their members – The Hive.
5 ways to create more community connection
Here are some of the ways you can build more of a community connection around your brand…
#1 Get to know your communities
Learn which consumers your brand appeals to and what communities they’re a part of.
#2 Focus on your values
Focus on representing the values and beliefs of your brand to instil trust and give you more cut through.
#3 Be authentic
Support and bring your brand to life with exciting and authentic brand and customer stories.
#4 Engage across channels
Fuel the community with content to engage with, and encourage brand advocates to generate their own.
#5 Make it effortless
Make interactions easy for your customers, both offline and online.
Our view
Community is such an important part of building and retaining relationships with consumers, and it’s only going to become more vital. An authentic connection leads to brand loyalty and organic growth, and can benefit all parties. Create an inclusive, valued community around your brand, which in turn can become a team of loyal brand advocates.