Personas are over, you will think ‘communities’

Personas are over, you will think ‘communities’. In 2023, brands will focus on building communities instead of using traditional persona marketing to connect with consumers who are adapting rapidly with new interests and drivers. Brands will engage influencers, employee advocates, and average consumers within brand communities to generate authentic connections and consumer-led content, utilizing private social media platforms such as Discord, Signal, and Geneva. Successful community partnerships are rooted in creating equitable space for communities to share their ideas and rewarding them for their contributions.