The opportunity in community

Steve Smith
Starcom MediaVest Group

Local communities have been replaced by individual personal networks which brands can nurture, sustain and engage with.

Communities are vital for our everyday lives, wellbeing, identities and needs. Through communities, we create shared emotional and social connections with other people, they provide us with security and significance, and we use them for finding people and things such as jobs, partners, holiday locations and brands.

Yet, in the second decade of the 21st century, communities look very different from even 30 years ago. They have become centred less on neighbourhoods and more on our individual personal networks – our 'personal communities'. Facebook, Twitter and the humble email have facilitated this change hugely.