It’s no secret that community-centered, social fitness is surging in popularity. As of 2024, there are more than 400 running clubs registered across Australia, with the number continuing to grow (The Dustland). The post-pandemic desire for social connection has added momentum to this trend, and brands are starting to take note.
In a world where likes, shares, and comments have become ubiquitous, many brands are shifting focus from social media to in-person community-building efforts. While social platforms still offer enormous reach, the meaningful connections brands seek are much harder to foster through online engagement alone. As a result, many businesses are moving away from social media in favour of real-world interactions, where deeper, more authentic relationships can be built.
Social media, which for so long was the cornerstone of brands’ community engagement strategies, is losing some of its charm. Well known brands such as Woolworths, which has faced trust issues over social media transparency, have reduced their reliance on these platforms in favour of more direct customer communication (Marketing Mag)(Piper Alderman). Consumers too, have echoed this sentiment. A study from Ipsos found that 63% of Australians believe there is a "fair to great extent" of fake news on online platforms (Ipsos). This erosion of trust, along with concerns about misinformation, is prompting more Australians to disengage from social media, favouring in-person interactions and community-driven engagements where they can cultivate more genuine connections.
So, how can brands harness this shift to build tangible, meaningful connections with their consumers? One standout example is Gymshark, which has grown its loyal following by hosting in-person events like the Gymshark Run Club, where customers can actively engage with the brand and its ambassadors. Of course, run clubs aren’t a suitable initiative for all brands. Lego, for example, has long embraced the power of community through initiatives like Lego fan conventions and the Lego Ideas platform, where fans can contribute designs for new products (Talkwalker).
Gymshark Run Club, London
Findings from a recent survey of senior executives by Archetype, show that 35% of respondents in key JAPAC regions prioritise building customer trust. Moreover, 61% of ANZ respondents believe that brands focusing on human interaction will outperform those relying solely on automation. This data reinforces the growing demand for real-world, human-centered engagement.
For brands aiming to build stronger, long-term relationships, in-person engagement offers:
Looking ahead, the future of brand communities will lie in the seamless integration of digital and in-person interactions, driven by consumers' growing desire for authentic connection. This hybrid approach combines the reach of digital platforms with the authenticity of face-to-face experiences. However, this will mean that brand managers will need to do more, not less, to engage their community. Emerging technologies like augmented and virtual reality will further enhance these interactions, enabling immersive, community-centered experiences that will continue to reshape brands' presence online and offline. Trust and authenticity will remain crucial. Brands that foster genuine relationships and align with consumers' values will be the ones to thrive in this evolving landscape.
If you’re navigating this complex new environment, Archetype can help. We regularly partner with brands to help deliver authentic, in-person experiences that resonate with their audience. From community events to localised activations, Archetype can guide your brand in building lasting, genuine connections, both online and offline.
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