Community is being part of something. When consumers are part of a brands community it’s by choice. They like what a brand is about whether it’s their product, offers, service or ethos. A brand or retailers community could be defined as a group of consumers who are advocates of the brand, or it could be more tangible such as a membership scheme or loyalty club. But brands who have the strongest communities are where consumers have an emotional attachment, whether it’s loving what the brand stands for or the products and services they offer.
Already a prominent topic before coronavirus, consumers now have a greater sense of community. Many will have discovered new things around them, feel closer to their neighbours and have a greater association with where they live. On a local level, they will have witnessed, and may have been part of volunteer efforts where people have shared their time, expertise and knowledge to support others. On a wider scale, consumers will have seen big brands and organisations providing essential equipment and supplies to health organisations, supporting charities to help vulnerable people or providing online tutorials and services for free to help fill peoples time during lockdown.
With difficult times ahead for many, consumers will now more than ever appreciate brands and retailers who genuinely support communities, whether it is the one where they live or a community created by the brand.
Community means different things to different people, but ultimately consumers want to feel part of something that they love, associate with or aspire to.