Brands are waking up to the reality that: i. true authenticity, not performative actions, is imperative to fostering brand connection to boost loyalty and drive sales and; ii. the traditional go-to voices on social media are being replaced by a new kind of leader: genuine Community builders who actually make an impact.
While viral moments and followers still hold sway, (for now), a powerful shift is underway. Audiences, particularly Gen Z, are becoming more disillusioned by empty influencer endorsements and algorithmically-curated feeds and are looking for something more tangible. But what could be driving this trend in consumer behaviour? Belonging!
This isn’t just a social media trend. From the World Health Organisation’s recognition of social connection as a global health priority, in 2023, https://www.who.int/groups/commission-on-social-connection, to the isolation of remote and hybrid work structures persisting post-pandemic, the desire for community is reshaping consumer behaviour.
In an age of digital saturation the stitching of the social fabric is fraying and consumers are craving more than polished posts and performative transactional interactions. They want meaningful connection. Enter Community builders: individuals and organisations that foster spaces rooted in value, empowerment and inclusion. More than curators they are catalysts for trust and transformation.
Beyond marketing metrics Community builders offer a path to revive and strengthen DEI initiatives, particularly vital now, as many companies scale back and abandon them. By cultivating belonging with brand communities they help embed inclusion, equity and shared purpose into everyday engagement.
Forward thinking brands like CalvinKlein HQ are leading the way, collaborating with Community builders to execute their inspiring Creative Careers Festival and Shadowing Days that connect local high school students in New York with opportunities, and are building trust beyond a transactional relationship and toward a relational and participatory dynamic where individuals feel valued, connected and empowered.
In essence, this movement isn’t about ditching influencers. The rise of Community builders is about expanding brand strategy to include community-led engagement using an approach which is deeply human and that fosters genuine engagement.
But, don’t be mistaken, it’s not enough to just tap into the communities these builders have cultivated. Brands need to take a leaf out of the most forward-looking brands, from challenger icons like Telfar to heritage powerhouses such as PVH Corp., and look at how they prioritise collaborating with Community builders beyond visibility. They know it’s not about dropping a hashtag, they know it’s about showing up consistently with respect, authenticity and with a deep commitment to adding meaningful value within the spaces Community builders have nurtured.