Finding Your Tribe

How Businesses Can Harness the Power of Community-Led Growth

WHY YOU NEED TO READ THIS REPORT

The insights provided in this white paper are backed by rigorous research, both quantitative and qualitative, and aim to provide a comprehensive picture of the needs and motivations of consumers in the current moment, the common dynamics at play in the most successful brand communities, and the challenges and growth opportunities available for brands that are considering community-driven marketing strategies.

To accomplish this, we commissioned a brand community survey and sent it out to 553 consumer respondents, representing a range of ages and backgrounds, to find out what drives brand loyalty and community membership across different demographics.

We also conducted in-depth interviews with two leading experts on brand community: Mark Schaefer, the best- selling author of Belonging to the Brand: Why Community is the Last Great Marketing Strategy, and Ash Schofield, former CMO and current CEO of giffgaff – the U.K. telco company widely regarded to have created the ‘gold standard’ for a successful, sustainable brand community. The depth of experience, unique insights and sage advice provided by each through their collaboration has been an invaluable contribution to our research, and their expertise is woven throughout this white paper.

WHY SHOULD YOU CARE?

Amid the often disorienting pace of change in the wider world, countless studies demonstrate shifting consumer priorities – a rising desire for authenticity and connection are chief among them, as people seek brands that don’t just appeal to their unique identities and personal values, but that they can feel like they’re a real part of. Recent research from TINT1 revealed that an enormous 97% of consumers are motivated to stay loyal and purchase more frequently when they feel that a brand listens to their opinions and feedback – and 91% are more likely to leave a review because they belong to a brand community (an increase of 22% over 2022).

Evidence suggests that when it comes to effective marketing strategies, the tide is turning out there. While the last major shift – from mass outreach to personalisation
– guided some approaches that are still relevant today, the current consumer trends towards a preference for authentic content, an increasing demand for transparency and brands that are vocal about their values, and a desire to be included in purpose-driven spaces are clearly pushing the compass needle towards a major opportunity for companies: creating meaningful value for customers and increasing their own market share and ROI through community-led growth.