TCO
The Future of Community Report
Brands are increasingly detached from culture, and desperate to make genuine connections with the people who buy their products.
They are also recognising that a purely transactional relationship has ceased to be what’s expected of the brand or consumer dynamic. “Culture doesn’t wait for your brand to catch up”. Concurrently, people are adapting to a new world order: one where divisive and false rhetoric sits in highest office and more money is spent on distracting content than environmental crises.
There is an ever growing need for connection, to come together with people and to feel part of something bigger than yourself. This is community, and community is what creates culture. This is not a new concept but it is a vital and increasing need in our current landscape.
There is an ever growing need for connection, to come together with people and to feel part of something bigger than yourself. This is community, and community is what creates culture. This is not a new concept but it is a vital and increasing need in our current landscape.
For brands to offer something people want to interact with they must fundamentally understand what community will look like and what role they can play in it.
For brands to offer something people want to interact with they must fundamentally understand what community will look like and what role they can play in it.
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