Consumers are your best marketers: How brands can unlock lasting brand love in Asia with collective effervescence

Sarah Huang

Collective effervescence refers to the excitement and unity experienced through a shared purpose and UM’s Sarah Huang examines how brands are increasingly recognising the power of tapping into collective connections.

Go Wolves! Have you ever wondered where that electric sense of excitement comes from when watching a sporting game alongside thousands of other fans? First coined by sociologist Émile Durkheim in 1912 to theorise religion, collective effervescence is a concept to describe a sense of excitement and unity when a community gathers, simultaneously communicates the same thought and participates in the same action (Durkheim, 1912).

Beyond occasional and exceptional events, this profound sense of connection and joy is also found in comparatively common, everyday group activities. A study published by The Journal of Positive Psychology found that three-quarters of people...

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