Infographic: Hey, Brands! Consumers Want to be Part of Your Community

Ever wonder why people join brand communities with the same enthusiasm as a Taylor Swift fan club? It’s more than just a love for the product—it’s about finding kindred spirits. When brands align with our values and give us a platform to connect, whether through online chats or in-person experiences, they become a gateway to stronger brand relationships. In this infographic, we’ll dig into what makes brand communities tick. Because at the end of the day, it’s all about people building relationships over shared passions—plus maybe a few memes.

We’re Craving Connections

69% of Americans say society feels more divided than ever

72% want to feel a greater sense of belonging and community

71% want to find commonalities with others

What this means: Instead of chasing trends that result in surface-level engagements, brands have an opportunity to build relationships through shared values and interests.

Do People Want Brands to Bring Them Together?

A resounding 63% of Americans say, YES! In a world where there’s division at every turn, brands have an opportunity to be a safe space for consumers with shared values and interests.

6 in 10 consumers agree that brands have the ability to create communities and bring people together

73% of consumers have positive sentiment around brand communities

68% believe advertising is an important way for brands to communicate their values

It’s About Feelings…

Like any strong relationship, you need trust, support, loyalty, and more than a dose of humor. Those that are part of a brand community are more likely to support your brand for the long haul. How does that relationship play out in real life?

8-in-10 are more likely to remain loyal to your brand and buy new products from it

69% buy your product more often

73% will recommend the brand to others

Oh, and Don’t Forget to Deliver It with Honesty and Humor

7-in-10 Consumers want to see more real and genuine stories in ads

73% appreciate ads that entertain them

69% believe brands should create shared experiences for people, whether in person or digital

62% say ads spark their own creativity

What this means: Be real! Find the humor in shared experiences and bring your community together to connect, whether in-person or digitally. Finally, let your biggest fans become your biggest advocates through user-generated content or by creating moments that share their stories.

Sources:

Amazon From Ads to Zeitgeist: Global research exploring the relationship between ads and culture (2024)

Tint 2023 Study: What Consumers are Looking for in an Online Brand Community (2023)