The New Power of Communities

Communities is the word of the hour, and yet the notion is not new, it’s at the heart of what built us as a civilization. The social link is historically what defines a community, and it is still the case today, since 82% of Prosumers think that belonging to a community makes it easier to socialise.

Sharing the same religion, belonging to the same nation are the fundamental forms of community, but today new paradigms are becoming increasingly important:

• As society becomes increasingly unequal, communities based on the quest for social justice are consolidating in response to institutional failure. 46% of Prosumers think that we see a growing emphasis on communities because of a growing need for justice and equality in society.
• In a period when identity definition is at the centre of debates, identity communities are becoming a central element of self-definition, especially for gen-z with 52% of them saying the community they belong to defines who they are more than their nationality does.

How do people feel about the evolution of communities? What are new tensions it can create into our societies and democracies?

To answer all these questions, Havas Group surveyed 14,600 women and men aged 18 and older in 30 markets.

I - The transformation of communities

From sharing a culture to defending traditions

Values and culture have always been at the heart of communities. In a globalised world, communities are a bulwark against cultural standardisation: 79% of prosumers believe that communities allow traditions to remain alive rather than being absorbed into the global culture.

From silent shelters to loud voices

At a time when we are constantly exposed to the perfect lives of influencers on social networks, the younger generation has found safe spaces within communities to express themselves freely: 43% of gen-z think that communities have grown in response to a need to express themselves without feeling judged. These communities are now turning outwards and becoming advocacy groups.

From protection to empowerment

Belonging to a community means relying on all its members to defend their rights and overcome obstacles. 68% of prosumers say that if faced with an obstacle, they would rely more on their community than on institutions. If the community protects, it also empowers people to become a force of conquest: 76% of prosumers feel stronger to speak up for what is right thanks to the community to which they belong.

With these evolutions, communities are becoming more active, more political, and more visible. Which in return brings new questions and tensions at the forefront.

II - New communities, new tensions

The first concerns the balance between community and universal interests. For most Prosumers (85%) communities are part of a healthy democracy, but what place do we want to give them? 43% of Prosumers think that community minorities are so self-centred that they forget about the universal problems we are facing today. While the debate over whether someone has the legitimacy to discuss an issue that concerns a community that is not their own, the question arises as to how communities will evolve. 65% of Prosumers fear that communities will become radicalised, this figure reaches 85% in France.

The other hot topic concerns the culture, its appreciation and borrowing. 85% of Prosumers find it essential to better understand other communities by learning about their cultures and habits, and 87% think it is good to appreciate and borrow from the cultures of communities that aren’t their own. Pop culture plays a key role in the knowledge and representation of communities, especially among young people, 64% of whom say they have learned about a community different from their own through pop culture. Netflix is seen as the pioneer in this field.

III - Lessons for brands

The subject has become unavoidable, but it can also be tricky to deal with, with boycotts being the main threat.

• Act before you speak: It is wrong to take a stand on a community issue without taking action. For 78% of prosumers, it is imperative that when a brand takes a stand on a community issue it follows up internally and externally with concrete actions.
• Be as authentic as you can be: Brands need to learn the specifics of communities to speak to them correctly but also to carry their voices fairly. 41% of Prosumers expect brands to amplify the voice of marginalised communities.