current
Community: Linked Lives
Individuals are actively seeking meaningful connections and building communities, both online and offline, driven by a need for belonging and support in a changing world.
Timeframe
near-term
Subcategories
Detailed Analysis
The pandemic exacerbated feelings of loneliness, leading to a renewed focus on building strong, sustainable communities. People are intentionally seeking out social groups aligned with their passions and values, both in physical and digital spaces. "People are in the driver's seat of how they choose and create community—it can be exciting but also distressing for people to feel like they have to be so intentional about every decision." This trend highlights the importance of brands fostering a sense of belonging and facilitating positive interactions within their audiences.
Context Signals
Rise of online communities and fandoms
Increased focus on localism and physical gatherings
Growing importance of shared experiences and hobbies
Edge
Emergence of hybrid communities blending online and offline interactions
Brands becoming central to creating spaces for connection and support
Increased use of AI to personalize and enhance community experiences
