To truly bring a brand community to life, start by defining why these people should come together. Align consumers' shared needs and the brand's goals to give the community a purpose. Keep members engaged with information and benefits and sustain momentum with a structured rhythm: frequent interactions to build engagement, regular activities to deepen connections and occasional major events to create standout moments. The aim is to make the community a space for ongoing connection between the brand and its consumers.
Anita Li, Senior Research Analyst – Consumer Trends and Lifestyle, China
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Executive summary
- Key issues in this Report
- What you need to know
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The big picture
- As emotional connections wane in an efficiency-driven world, communities offer a vital remedy
- Graph 1: key factors driving consumer behaviour around identity – it is important for me to have the support of a community (eg my social or family circle), 2025
- Common traits bring people together; connections lead to relationships; meaning underpins longevity
- Why do we need communities?
- Groups and brand-owned spaces alone do not make a community
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The consumer
- Many join online brand communities, but few are truly active
- Younger people, increasingly from lower-tier cities, are driving community engagement
- Younger people are most active; those in mid-life tend to lurk; older consumers have potential to engage
- Graph 2: brand community participation, by age, 2025
- Community activity on the rise among younger people in lower-tier cities
- Graph 3: brand community participation, by age and city tier, 2025
- Women show stronger community loyalty, maintain longer-lasting interaction with brands
- Graph 4: brand community participation, by age and gender, 2025
- Community activity is an extension of everyday social patterns
- The wider the social circle in real life, the more active the community engagement online
- Graph 5: current social participation, by level of participation in brand communities, 2025
- Graph 6: plans to spend more time on social activities in future, by level of participation in brand communities, 2025
- Small- to medium-sized communities are ideal for encouraging engagement in a space that feels safe
- Graph 7: preferences for online communication methods – top, by level of participation in brand communities, 2025
- Engagement is not just innate: it can also be activated
- ‘Accessing information’ is the top reason people stay in brand communities
- Even lurkers are looking for some kind of connection
- Active engagers are more highly motivated: they join wanting to connect and exert influence
- For active members, brand communities are now trusted spaces for interest-based social engagement
- Opportunities to be part of decision-making are a key way to trigger motivation
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Issues and insights
- Communities begin where consumers and brands create shared meaning
- Keeping connections alive is key to community vitality
- Meaningful connections turn casual participants into people who take ownership of community spaces
- Daily interactions: high-frequency micro-connections keep things alive
- Online content: engage people with information, use topics to get them talking, give them a chance to shine through self-expression
- Graph 8: engaging content, by level of participation in brand communities, 2025
- Curate useful information to boost the value of community content
- Weave brand communities into people’s daily lives with a sense of ritual
- Dialect slogan challenge: local expressions break the ice
- Shared memories build rapport between a brand and its fans
- Regular activities: periodic gatherings to strengthen connections
- The appeal of offline activities goes beyond perks, extending to experiences and connections
- Graph 9: ways to drive offline traffic – top three, by level of participation in brand communities, 2025
- Amateur models allow a brand and its users to see each other, building mutual trust through authentic interaction
- Themed weeks reboot shopping motivation, giving customers a reason to keep coming back
- Playfulness amplifies the impact of brand campaigns
- Turning stores into social playgrounds with ice-breaking treasure hunts
- From information provider to connector: community offers high-quality networking opportunities for residents
- Mark major milestones, amplify momentum with occasional high-impact events
- Putting the fun back into fitness: summer challenge drives nationwide community growth
- The Drunk N’ Jump: a decentralised pub where anyone can call the shots
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What we think
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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