This Force is Belonging: Helping the customer feel a sense of togetherness and showing you care about the greater good. Below are some of the best examples we’ve seen recently.
The NHS has been a talking point throughout the crisis, with companies keen to demonstrate their support. Vodafone took a practical stance, providing existing customers who are NHS workers with free unlimited mobile data initially for a month, then extending it to six months.
As well as shifting production to provide much needed hand sanitiser, Brewdog has provided customers with a ‘virtual’ social setting in which their products would typically be consumed. Customers can register for online events where new beers are discussed, films are shown and of course pub quizzes are run to provide a sense of togetherness for those with a common, shared interest.
Recognising that lockdown affects our ability to exercise and that parents needed some support in keeping children entertained, Joe Wicks’s ‘PE with Joe’ starts at 9am each weekday. He has used this platform to help fundraise for the NHS by selling items like T-shirts, creating a further sense of community.
What these examples show us is that companies that have a clear purpose are great at demonstrating belonging. Belonging is about showing customers you care about the greater good and there is an alignment between your values. Organisations without a clear raison d’etre can struggle to articulate a sense of belonging which is so important to emotional connection.