Brands and products for an
Inclusive and Connected World

collective belonging

Guinness threw its weight behind women’s rugby, by announcing it was to be the Title Partner of the 2024 Guinness Women’s Six Nations. This was supported by advertising spend on social media and in print.

Trend overview

Finding “your people” has never been more important—or interesting. As social platforms multiply, consumers are building ‘tribes’ more creatively, whether that's linking up with K-pop fans online or joining local activism groups making real change. It's way beyond clicking ‘like’—these are deep connections where people show up for what they believe in. Brands are getting the memo too, realizing that today’s consumers want to be part of the conversation and help shape what's next.

82 %

of consumers are likely to follow the recommendation of a micro-influencer (influencers with fewer than 100,000 followers)

Source: Forbes

4.25 %

Tik Tok has a user engagement rate of 4.25%, higher than any other social media platform (e.g. Instagram 0.6%; Facebook 0.15%)

Source: ClearVoice

1.6 bn hours

In May 2024, Twitch, the user-generated content platform got over 1.6bn hours of watch time in one month

Source: Streams Charts

Tracking The Trend

{{ region.volumn.includes('k') ? region.volumn.split('k')[0].trim() : region.volumn.includes('m') ? region.volumn.split('m')[0].trim() : region.volumn.trim() }}{{region.volumn.includes("k") ? "k" : region.volumn.includes("m") ? "m" : ""}} {{ region.growth && region.growth.includes("-") ? '' : '+' }}{{region.growth}}{{region.volumn.includes("%") ? "%" : ""}}

Data shows total conversations and YOY growth rate

Trends In Detail

Here is a deeper dive into the data, comparing the volume of conversations, and growth rate of each sub-trend – at both a global and regional level.

Data shows total conversations and YOY growth rate

{{region.title}}

{{ region.volumn.includes('k') ? region.volumn.split('k')[0] : region.volumn.includes('m') ? region.volumn.split('m')[0] : region.volumn }} _{{{region.volumn.includes("k") ? "k" : region.volumn.includes("m") ? "m" : ""}}} {{region.growth}}

Smirnoff 'Do We Do' and Troye Sivan, the brand's new Chief Vibes Officer

In November, Smirnoff unveiled the latest phase of its ‘We Do We’ platform, announcing a partnership with that GRAMMY®-nominated musician Troye Sivan. The platform which went live in over 100 countries in 2023, champions diversity and unity.

What to look out for in Culture in 2025

Conversations around Collective Belonging remain high in volume, but the characteristics are evolving. We continue to see Diversity & Inclusion matter hugely to people across the globe, but people are now diving deeper into causes and rallying people to their side. Specific subjects matter even more than the wider concept. We see this through the establishment of empowerment networks in communities and places of work. Digital communities continue to grow, enabling consumers to become co-creators of events or products.

01.

Equal Grounds

Conversations around social justice and identity continue to evolve and cover individual experiences across gender, race, sexuality, and neurodiversity. These highlight systemic inequalities and advocate for inclusivity in workplaces, media, politics, and daily life.

02.

Empowerment Networks

Digital communities and grassroots organisations that unite to solve local and global issues are growing, with a focus on creating inclusive and sustainable solutions. Key topics include promoting access to education, healthcare, and sustainability.

03.

Celebrity Tribes

These are fan communities for celebrities, artists, influencers and athletes to cultivate shared admiration, excitement over projects, and live events. While these spaces foster unity, they have also become a place of intense competition and rivalry.

04.

Consumer-Brand Bonds

Companies build strategies to deepen connections through loyalty programs and collaborative content creation. Consumers become co-creators, participating in events, and contributing to product innovation.

05.

Niche Tech Communities

In the world there is a place for all. Platforms like Discord are connecting gamers. Digital community platforms bring together blockchain enthusiasts where engagement is incentivised through rewards and referral systems.