The concept of belonging, of course, spans multiple disciplines, from marketing to sociology to cultural anthropology. In the business world, it’s not difficult to find CEOs of companies such as Airbnb and Starbucks who have explicitly made belongingness (yes, that’s a word!) a part of their company’s mission and messaging. And best-selling authors like Sebastian Junger (Tribe: On Homecoming and Belonging) and Dr. Brené Brown (Rising Strong) have recently offered up passionate perspectives on the topic.
So there’s no scarcity of thought leadership, community-minded marketing and social and political movements aimed squarely at belongingness. Our goal is to serve as a guide for marketers and c-suite leaders challenged with transforming brands and businesses in this complex, hyper-connected age—to surface insight and ideas from all of this to build more resonant, relevant and yes, belonging brands.
Our first featured expert is Kit Yarrow, PhD., a Resource/Ammirati friend, eminent consumer psychologist and author of two books, Gen Buy and Decoding the New Consumer Mind, and a regular contributor to Money, Time and Psychology Today on the changing consumer psyche and behavioral economics. Among other things, she has some uncanny insights into how our individualism has become a somewhat defensive posture that changes the way we shop.
Piqued your interest? Be sure to subscribe to The Belonging Brief series. You’ll be joining the 57 million Americans who avidly listen to podcasts weekly, a big clan to which you’ll now belong.