The landscape of brand engagement is evolving. Consumers no longer respond to one-way marketing messages — instead, they expect direct, meaningful interactions with brands.
According to McKinsey, 71% of consumers expect companies to deliver personalized experiences, with 76% expressing frustration when this expectation isn’t met. This emphasizes the fact that in 2025, building a strong brand community is a key strategy to drive sustainable growth, enhance customer loyalty, and foster long-term brand resilience.
While it is not an easy feat, in this article, we will tell you all you need to know to succeed in this endeavour.
Why communities matter: Understanding the current consumer mindset
Personalization and hyper-relevance
Consumers want experiences tailored to their preferences, behaviors, and needs. Platforms like Spotify and Netflix have set the standard by offering algorithm-driven recommendations that feel bespoke. Brands that replicate this level of relevance in their communities — through curated content, exclusive offers, and engagement opportunities — are likely to build a more solid sense of customer loyalty.
Ethical and value-driven engagement
Today’s consumers — particularly Gen Zers — actively seek brands that take meaningful stances on social issues and contribute to real-world impact initiatives. Patagonia, for example, has built a loyal community by embedding environmental activism into its business model, fostering a tribe of like-minded advocates. The same goes for Seventh Generation — which has positioned itself as a leading cleaning product brand in the US due to its commitment to sustainability.
Demand for real-time interaction and instant gratification
Speed matters. A Salesforce study found that 64% of consumers expect real-time responses from brands. Delays in engagement erode trust, while timely responses enhance brand credibility. Companies leveraging instant feedback loops — whether through social media, dedicated community platforms, or AI-powered chatbots — help brands create stronger, more dynamic relationships with their audience.
The role of communities in business and PR
A well-established community serves as a powerful asset, driving growth, retention, and crisis resilience. Brands that prioritize community-building see measurable benefits, as explained.
Increased retention and organic growth
Companies that excel at personalization generate 40% more revenue from those efforts than their competitors. A thriving community fosters brand evangelists who drive word-of-mouth marketing, reducing customer acquisition costs while increasing lifetime value. This has spurred the growth of brands like Peloton — which allows users to set personalized fitness goals and tailors their experience accordingly.
Crisis and reputation management
Communities act as a buffer against negative press. When a brand faces scrutiny, a loyal customer base can be its first line of defense. Tesla’s community, for instance, often counters negative press with firsthand testimonials and advocacy, mitigating reputational risks before they escalate. A well-managed crisis response team can also engage with the community proactively, preventing misinformation from spreading.
Data-driven insights and social listening
A community provides direct access to consumer sentiment. Airbnb’s Host Community Center, for example, allows hosts to share concerns, feedback, and recommendations in real time. By tapping into these conversations, brands can preemptively address issues, improve offerings, and refine their messaging to align with audience expectations.
Beyond content: Creating meaningful engagement strategies
Communities are all about interactions. Members exchange ideas, ask questions, and share feedback — both with the brand and with one another. This creates a sense of belonging that is not easy to replicate. Hence, it is important to ask ourselves — what are the critical success factors that help drive these interactions? From our experience, here are some.
Co-creation and UGC
Encouraging customers to contribute content strengthens their emotional connection to the brand. GoPro’s #ShotOnGoPro campaign is a prime example — user-submitted adventure videos frequently get shared on the company’s official channels, reinforcing community participation and brand advocacy, and most importantly, making users feel like they matter.
Micro-communities and ambassador programs
Larger communities often break into niche groups where members feel an even deeper sense of belonging. Lululemon’s ambassador program turns fitness influencers and yoga instructors into brand storytellers, fostering authentic engagement at a grassroots level. Storyteller Overland’s roadtripping and camping communities have helped the company build a multi-million dollar brand. All in all, ambassador programs get people more connected to a company, enhancing a sense of pride in belonging to it. This is why many brands are now looking for micro or nano-influencers to build partnerships.
AI-powered tools
AI is revolutionizing community management. From predictive analytics that anticipate customer needs to AI-driven chatbots providing instant responses, technology enables brands to scale meaningful interactions efficiently. Discord, for instance, uses innovative moderation to enhance the user experience and maintain healthy community discussions. LinkedIn is increasingly using AI to foster engagement and drive conversations.
Balancing online and offline experiences
In the age of digital and online interactions, people really value the opportunity to meet in person. For instance, in a study, 85% of customers said that they were more likely to buy from a brand after attending one of its live events — with 70% of them also saying they were more inclined to become repeat customers after doing so.
Therefore, we suggest not only thinking about LinkedIn groups or Slack channels for your community, but also, hosting in-person events such as networking meetups, lectures, and workshops to deepen community ties. Thus, for example, our client London-based VC firm Raw Ventures held its annual MediaTech Pitch Day in Potsdam, Germany.
Additionally, you can implement hybrid activations that combine virtual engagement with physical experiences.
Last but not least, you can offer exclusive VIP perks for top community members, such as private forums, behind-the-scenes access, or special product previews. For instance, our client, BoBo, which leverages AI and other advanced tech tools to create a unique financial management platform, has created an aura of exclusivity around its brand, offering its most loyal clients access to unique lifestyle benefits and experiences.
How to measure community success
Building a brand community extends beyond setting up a platform. It’s about fostering relationships, offering value, and continually engaging with your audience. Having said this, here is what you need to review to assess whether your efforts were successful.
Engagement depth
How many community members are actively engaging? Measure and track likes, shares, and meaningful comments, and analyze whether people are interacting with each other, as well as how much time they spend in the community.
Retention
How many community members stay active over time? Is your community growing organically? Remember it is not only about getting people to sign up, but about keeping them engaged and happy to be members of your community.
Brand advocacy
During a brand crisis or out-of-the-ordinary situation, how active is your audience, if at all? How likely are your members to recommend your brand? Evaluate how actively community members defend the brand during a crisis and gauge their likelihood of recommending it to others.
Conversions and leads
Track how many community-driven interactions translate into direct sales, sign-ups, or customer referrals. At the end of the day, if you cannot monetize your efforts, your community will not be sustainable over time.
Final thoughts
Brand communities are the foundation of modern consumer engagement. Companies that invest in authentic relationships, provide real-time value, and align with consumer expectations will not only foster loyalty but also build resilience — something essential in today’s unpredictable business landscape.
In 2025, success isn’t about how many followers a brand has — but about how deeply those followers are connected to the brand itself and are willing to become ambassadors for it. The transactional approach is gone. The question is, are you ready for it?
