Belonging is a primal instinct.
As humans, we are not alone. We belong.
To our families. Circle of friends. An organisation. A neighbourhood. Our culture and country. Religious groups. Or even the weekly sports club.
By belonging to a group, we feel as if we are a part of something bigger and more important than ourselves.
The desire to belong to a group can lead to changes in behaviours, beliefs, and attitudes as people strive to conform to the standards and norms of the group.
This sense of belonging can be extremely powerful when it comes to marketing.
Companies that successfully manage to nourish communities give their users a reason to come together and connect. A reason bigger than the products and the brand.