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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?
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

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 Report

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