Case Study: The Belong Effect
Tapping into Gen-Z and Millennials to Understand the Impact of Community
The Challenge
Sid Lee approached us to answer the following question: How can brands harness the power of community to create a sense of belonging?
Results
Sid Lee published The Belong Effect in 2022 and 2023, unpacking the value of community building for brands. The study also informed the Belong Index; a ranking of how well brands attach to pre-existing communities.
What does it mean to belong?
Belonging is something we feel, but rarely is it something we define. How can brands belong in ways that create long-term trust among cynical gen Z and millennial consumers? Brands like Roblox and Patagonia have seen wild success with community as a primary revenue channel. Other brands have been unsuccessful. Why?
We answered this question for Sid Lee.
Our Approach
Want to know more about how we collect answers from gen Z participants?
Learn more about Angus Reid VideoResults
Sid Lee and The Belong Effect contribute to thought leadership
A deeper dive into emotional needs led to the discovery of four signals that correlate with a high sense of belonging:
- Social capital: 76% feel like they have a voice and social capital within their community
- Mobilize action: 78% say their community works together to mobilize
- Unity: 83% feel a sense of unity as a member of a community
- Identity: 45% say their community defines them a great deal
Angus Reid Partners on Research & Results
Find out how in Sid Lee’s Belong Effect ReportAngus Reid participated in a webinar, hosted by Sid Lee, to contextualize the results and discuss the intricacies of engaging Gen-Z respondents.
Partnering with Sid Lee to distribute The Belong Effect
Why do all the work to uncover a new truth, then stay quiet about it? We also partnered with Sid Lee to distribute the results of The Belong Project to make sure as many brand marketers as possible know about them.
Fast & Company
How community marketing can turn customers into loyal brand advocates
October 6, 2020