Communities. Connections. Co-Creations.

Humans are social creatures. Family, the basic unit of society, is a testament to our need for connection and belonging. Our earliest ancestors thrived in clans and clusters, seeking security and ensuring the preservation of their tribes. This desire to find a community — where we belong—is the most primal of all human aspirations.

Purpose brings us together; community binds us. In communities, we thrive, laugh, explore, escape, and find ourselves. They give us meaning, a sense of connection and belonging, self-worth, and opportunities for personal growth.

Communities are built around shared interests and passions, forming bonds of "commonality."

Identified Trends

• Humans Desire Social Recognition and Acceptance: People crave a sense of belonging, driving them to seek communities where they can be seen and heard.
• The Rise of Niche Communities: There is a growing shift towards more niche communities, which provide a more customised, personalized and targeted experience for users and community members.
• Community Managers as Culture Influencers and Trend Shapers: Community managers moderate and influence trends and shape the culture within their communities.
• The Rise of the Co-Creation Economy: Consumers are no longer passive participants. They increasingly seek opportunities to co-create with brands to shape products, services, and narratives.
• Community-Based Marketing as a New Winning Tactic: Brands increasingly leverage communities to create authentic connections and drive engagement.

Brand Case Studies

A). Lego Ideas: Crowdsourcing Creativity

Lego Ideas is leveraging community-based marketing by allowing enthusiasts to submit designs for new Lego sets. The community votes on their favorites and the most popular designs can become official Lego products. This builds a deep sense of connection and belonging among fans and directly provides Lego with innovative product ideas from their most passionate customers.

Impact: By empowering their community, Lego transformed passive consumers into active participants and co-creators, generating innovative products and boosting customer engagement and loyalty.

B). Nike Run Club: A Global Fitness Community

Nike Run Club is a community-based initiative that connects runners worldwide. It offers coaching, challenges, and a platform for sharing progress. Nike tapped into runners' passion and drive to create a global community encouraging fitness and personal achievement.

Impact: This promotes the brand and builds a supportive community that inspires loyalty and continuous engagement. The app provides Nike with valuable data on consumer behaviour, which is used to tailor marketing efforts and product development.

C). Solana in Africa: Empowering Communities through Blockchain

Solana, a high-performance blockchain platform, has seen remarkable growth and adoption in Africa. It has built a robust community driving the adoption of Web3 technologies by tapping into the principles of shared learning, earning, and growing.

Impact: A vibrant ecosystem of developers and users working together to build and enhance blockchain applications and individuals creating economic value within their communities.

Insights for Brands and Businesses

• Communities provide valuable feedback and deeper insights into consumer behaviours, helping brands stay relevant and responsive.
• Brands should lean towards community-focused strategies to build meaningful connections and lasting loyalty with their audiences.

Find and nurture communities that resonate with your brand or build new ones around your brand values or product offerings. Become a ‘Tribal Chief’ to guide and nurture these communities. They will become the vanguard of your brand, fiercely loyal, and eager to spread your message.

Build a Tribe, a Community of Fans, become a Tribal Chief, and Co-create an exciting brand.

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Vincent Anani

Strategy | Marketing Analytics & Intelligence | Culture | Trends-mapping