Brand Belonging: Human Need. Business Opportunity.
Belonging has always been an essential ingredient in the business of brand building. This fundamental human need has been increasingly on our minds as evidence of the fragile state of belonging in the world increases. Despite a near constant digital connectivity, there are increased levels of isolation and loneliness challenging our sense of belonging.
These forces, combined with the complex challenges facing clients as they navigate digital disruption, prompted us to ask: What does this seeming erosion of belongingness mean—for individuals, for society and for businesses? And how have—and will—these shifts recast people’s expectations of brand experiences and the role brands play in their lives?
To investigate the potential relationship between a worldwide belonging deficit and the corresponding opportunity for brands and businesses, IBM undertook a global study with Ipsos as our consumer research partner for the inaugural report to ensure objectivity in our analysis.
Learn more about how to turn the human need of belonging into a largely untapped business opportunity
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