Branding was more focused on identity and culture in 2021 than it has ever been in the past. Part of what is driving this is the overwhelming amount of evidence as to how millennials and Gen Z engage with brands. This means brands need to create belonging to engage with their audience, this way they can grow loyalty to extreme levels. The pandemic has created a void in consumers’ sense of belonging, and brands that focus there can foster more community in the post-pandemic environment. In addition to these things, focusing on place allows brands to be more aware of their environmental impact, in touch with the values of the community and have a better sense of the customer experience. This connection between place and belonging-branding can be a powerful tool in 21st century marketing.
