Collective effervescence refers to the excitement and unity experienced through a shared purpose, and brands are increasingly recognising the power of tapping into collective connections.

Why it matters

Collective effervescence is one of the keys to unlocking lasting, long-term brand love. Marketers who create space for groups of consumers to express their passion for a brand with “people like me” encourage them to come back for more. 

Takeaways

• Understanding the motivations behind collective thought and participation is essential to identify/define the role of brands.
• Collective effervescence fuels fandoms and social trends through the sense of belonging in a collective and...