Collective Belonging
Brands and products for a Inclusive and Connected World
At a time when it can feel like society has become less tolerant, there is a growing yearning for ‘Collective Belonging’. In response to provocative headlines and polemic debates, consumers are increasingly seeking real world and virtual spaces that embrace acceptance and unite them with like-minded individuals.
Fuelled by technology, this has led to the proliferation of niche online and offline communities, where people can connect with those who share their passions and values. With a community out there for every interest, this is reshaping how consumers achieve a sense of belonging, as their passions become what connects them to people from different backgrounds and geographies.
In 2024, Collective Belonging will continue to shape how consumers find connections and a sense of belonging in an increasingly fragmented world. As consumers place more value on individuality, niche community engagement, and the integration of digital and real-world connections, this trend will continue to evolve to emphasise inclusivity, community-driven initiatives, and authenticity.
48%
of 18-44-year-olds engage in digital communities, more so than they do in real life communities (Source: Mindshare)
53%
of consumers aged 27-58 assume a brand is doing nothing, or hiding something, if it does not communicate its actions to address societal issues (Source: Edelman)
+50%
of buyers in the US between 18 and 29 believe brands should take a public stance on current issues (Source: Hubspot)
Tracking the trend
People are increasingly gravitating towards virtual and 'IRL' (in real life) spaces that provide a sense of inclusivity, where their interests and passions take centre stage
The growth of Collective Belonging conversations: July 2021-June 2023
Conversations
Growth rate
Ways in
Brands that need a ‘Way In’ to Collective Belonging can embrace the following microtrends and meet consumer demands and bring together people and passions
Championing Inclusive Cultures
Consumers are looking to brands who can offer opportunities for all types of people to be able to express themselves and connect with others. Equity is critical – brands and those with influence must use their clout to support those without privilege.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+14%
-
-
-
Africa
+41%
-
-
-
North America
+34%
-
-
-
Latin America & Carribean
+55%
-
-
-
Europe
+19%
-
Connecting Passionate Fandoms
Consumers are looking for ways to connect with like-minded people who share their hobbies, values, and passions. Brands who succeed in harnessing fandoms will benefit from connecting with niche communities and shaping the next wave of socialising.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+50%
-
-
-
Africa
+26%
-
-
-
North America
+31%
-
-
-
Latin America & Carribean
+29%
-
-
-
Europe
+29%
-
Brand-Built Communities
As consumers increasingly seek community, brands are becoming a cultural focal point, bringing fans together and creating environments, products, and symbols that enable people to signal their membership of a community. To build relevancy and salience, brands should harness their communities, creating interactive and immersive opportunities for fans.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+55%
-
-
-
Africa
+27%
-
-
-
North America
+17%
-
-
-
Latin America & Carribean
+38%
-
-
-
Europe
+28%
-
Regional Conver Stations
Explore below how Collective Belonging conversations differ around the world
North America
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Europe
Trending Topics
- +121% EA & FIFA
- +78% Diversity Initiatives
- +63% Celebrity Partnerships
- The fusion of sports, gaming, and culture provided a platform for fans from different backgrounds connect, compete, and share their love for football
- The rights of neurodivergent children was discussed, with stereotypes associated with diseases such as ADHD and Autism highly discussed
- Fans were excited about famous brand ambassador appointments, particularly with celebrities that aligned with consumer’s values
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Africa
Trending Topics
- +75% Brand Community
- +59% Dance Subculture
- +55% Celebrity Endorsements
- Well-known brands lead projects for community upliftment across the continent
- A growing number of ‘Subcultures’ was noted, such as the Jamaican Dancehall subculture and the 50-year-old Hip Hop culture
- Celebrities utilised by brands for endorsements and wider reach, increasing fanfare
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Asia Pacific
Trending Topics
- +105% Indian Premier League
- +91% Content Communities
- +58% Women in Sport
- Consumers credited the Indian Premier League for creating fan zones to cater viewers in remote areas of the country, as well as the League’s encouragement of female fans following the league
- Fan clubs of Korean and Indian content creators celebrated their association with various brands
- LGBTQIA+ Inclusion in the Workplace, specifically during Pride Month, was a popular conversation.
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Latin America & Carribbean
Trending Topics
- +170% Fight against Gender Violence
- +91% Celebrity Collaboration
- +74% Art & Music Subcultures
- Feminism and the fight against gender violence dominated consumer conversations, driven by various protests and rallies
- Consumers appreciated how the collaboration between celebrities and brands brings communities together
- Conversations surrounding films and music and how these shape lives and identities
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
Case Study
Guinness ‘Black Shines Brightest’
Despite its association with Ireland, Guinness has become deeply-rooted in modern African culture. With a rich history and huge popularity across the continent, Guinness is dedicated to bringing this heritage to life
This was exemplified in the brand’s 2021 ‘Black Shines Brightest’ campaign, a Pan-African campaign that celebrated how Guinness has been enjoyed across Africa for over a century. The campaign brought together passionate and creative individuals, celebrating African creativity and ingenuity and featuring some of the best-known local culture makers.
People of African heritage come together around the world and celebrate with Guinness, with ‘Black Shines Brightest’ highlighting this commitment. In London for example, Guinness championed the local community at Notting Hill Carnival 2023, the annual celebration of Afro-Caribbean culture, with its grassroots programme ‘Original Sounds Collective’ encouraging women from diverse backgrounds to get into Carnival culture.
Building communities is engrained in Guinness: ‘communion’ is ultimately one of its three core values. Fans around the world connect through iconic merchandise, collaborations with famous music artists, partnerships in sport such as Six Nations Rugby, even dedicated Instagram pages that review the quality of poured pints. And with Guinness’ global popularity continuing to grow, not just in Africa, this community is only getting bigger.
Read more about Diageo and how it creates belonging across cultures today.
Trending Topics