A 2024 consumer survey revealed that 68.7% of shoppers prefer to buy from brands they engage with in an online community. That stat is not just a sign of shifting behavior. It is a signal: trust and connection now matter as much as price or product.
Community is no longer just a marketing channel. It is a trust engine. A loyalty builder. A space where value goes beyond transactions. And the brands that understand this are building durable relationships that outperform traditional tactics.
The Meaning Behind the Stat
At its core, the 68.7% figure signals that consumers place real value on belonging to a brand community. When shoppers join a forum, in-app community, or private group hosted by a brand, they form relationships. Those relationships translate into trust and preference. If a customer has interacted with a brand in a community setting (for example, asking questions on a brand’s forum or sharing feedback in a user group), they feel a stronger bond and familiarity. The purchase becomes more than a transaction. It is supported by a sense of belonging.
This preference for community-connected brands reflects broader consumer trends. Participation in brand-owned communities has been rising up 9% year-over-year as people seek more meaningful engagement with the companies they patronize. In fact, 67% of consumers feel more connected to brands through dedicated communities than through social media channels. Traditional social networks can feel noisy or impersonal, whereas a branded community offers a curated space centered on a shared interest or lifestyle.
Why It Matters: From Loyalty to Lifetime Value
Consider loyalty and retention: 40% of consumers are more likely to stay loyal to a favorite brand if they engage with it in an online community. Another study found that 60% of consumers feel more loyal to a brand because of access to a community. Greater loyalty means higher retention, which directly boosts revenue.
Community engagement also encourages customers to spend more over time. 81.6% of consumers are more likely to purchase new product varieties because of an online brand community. And nearly 78% say that interacting with a brand’s community makes the brand more prominent in their shopping choices. This is not just one extra purchase, it is a pattern of repeat purchasing and increased customer lifetime value.
The result? A durable, emotional bond that traditional loyalty programs struggle to replicate.
The Psychology of Belonging in Consumer Behavior
Why do communities have such a powerful effect? The answer lies in basic human psychology: we are social creatures who crave belonging. Being part of a group satisfies an intrinsic need for connection and identity.
When a brand cultivates a community, it taps into that psychology of belonging. Customers begin to identify with the group. That emotional affiliation strengthens loyalty. They are not just buying a product. They are aligning with a lifestyle, a mission, or a like-minded tribe.
Moreover, communities fulfill a deeper desire to be heard. In a forum or group, customers can voice opinions, share ideas, and see that feedback loop close when brands listen. 88% of consumers say it is important to have a two-way dialogue with brands and feel more loyal when they know the brand is listening.
What Brands Should Do
If 68.7 percent of consumers prefer brands with communities, then investing in one is not just an engagement tactic. It is a growth strategy.
That does not always mean launching a public forum or Discord server. Community can be quiet. A members-only group. A creator-hosted chat. A shared photo board. A collaborative trip planner. The goal is not scale for scale’s sake. It is depth.
Focus on creating a space where your audience can:
- Interact with each other
- Contribute to something shared
- See their values reflected back
And make sure it lives in a place you own, so the experience is not interrupted by ads or buried by algorithms.