Why Every Brand will Become a Community
We're the most digitally connected generation in history, yet paradoxically, we're experiencing unprecedented levels of isolation and loneliness.
As I observe this contradiction, I'm noticing how it's creating an entirely new category of business. The School of Life recently launched a membership program that I believe signals where every industry is gradually heading.
Rather than just creating content anymore, they're beginning to facilitate genuine human connection.
What we're witnessing represents something much bigger than a simple business pivot. There's a movement towards movements happening right now, with community and belonging at the heart of it.
The Loneliness Goldmine
The numbers tell the story. 21% of American adults report serious feelings of loneliness. That's 52 million people actively seeking connection.
The School of Life recognised this before most. Their membership program targets "curious, kind and psychologically-minded people" who struggle to find genuine relationships despite their personal qualities.
In essence, they're no longer just selling courses. They're selling belonging.
I'm seeing this pattern everywhere. Brands are shifting from filling gaps to facilitating connection. From answering pain points to creating movements.
The difference, I believe, is quite profound.
Micro Communities Win Through Authenticity
What I find most interesting is how micro communities are actually leading this charge.
Small groups forming around shared interests. No monetisation pressure. Pure organic connection.
They're gaining momentum because they feel real. People show up differently when the primary goal is connection, not conversion.
But here's what The School of Life understands: you can bridge that gap. You can create something that feels organic while building a sustainable business.
The secret, it seems, lies in brand integrity.
Brand Integrity Becomes Everything
As I observe the market, I'm noticing that brands tend to succeed or fail based on one key factor: authenticity.
84% of consumers need to share values with a brand before they'll buy. This generation can smell fake from miles away.
The brands that win have spent years developing their brand strategy. They understand their values deeply. They know their audience intimately.
Patagonia does this. The School of Life does this. Rather than simply slapping "community" onto their existing model, they're thoughtfully building movements that naturally align with who they already are.
The Future Business Model
Looking ahead to the next 3-5 years, here's what I anticipate:
I believe every successful business will gradually become a community facilitator first, product provider second.
The rise of AI and digital platforms created this isolation. COVID accelerated it. Now it seems businesses must find ways to solve what technology inadvertently broke.
The companies that survive will answer one question: How are we facilitating human connection and belonging?
Not just: Rather than simply asking: What products do we sell?
Private paid membership spaces are exploding because financial investment changes behaviour. When people pay to belong, they show up differently.
The Hybrid Experience Model
I believe the future increasingly belongs to hybrid models that blend digital touchpoints with carefully curated in-person experiences.
The School of Life gets this. They're offering "intimate gatherings, digital events and real-world encounters" focused on love, work, anxiety, confidence and belonging.
They seem to understand that modern communities need both dimensions to truly succeed.
Online provides accessibility, while offline creates authenticity.
This model will spread across industries. Professional services, retail brands, software companies. I expect everyone will eventually need to develop their own version of this hybrid approach.
Beyond Networking to Meaning-Making
The next wave, as I see it, goes deeper than simple connection and begins to incorporate ritual and meaning-making.
People, it seems, don't just want to network anymore. They want to belong to something truly meaningful.
The School of Life's marketing shows elegant dinner tables with red candles. They're thoughtfully positioning their membership as premium, curated experiences that fulfill what appears to be an essential human need.
This approach elevates community beyond mere entertainment to something that feels fundamentally important to wellbeing.
I anticipate other brands will gradually follow this playbook, creating experiences that feel ritualistic, meaningful, and transformative.
The Action Plan
If you're building a business in this new economy, ask yourself:
What movement are you creating? What values do you genuinely hold? How deeply do you understand your audience?
I believe the brands that can answer these questions authentically will be the ones that build the communities that truly matter.
Meanwhile, those that attempt to fake it may find themselves gradually left behind.
What we're witnessing is a gradual shift from an information economy to a transformation economy. From content to connection. From products to belonging.
The movement towards movements, it seems, has quietly begun.