Why community should be your next creative muse

Tatiana: Well, the beautiful thing about community is that it means so many different things to different groups. However, we consistently see four catalysts that bring people together: shared expertise, shared passions, shared beliefs and shared situations. People are not so much drawn to community as a concept but to the specific benefits it offers – whether that's advice from others navigating #plantparenthood, sharing experiences around being a first-time parent or a meet-up at CorgiCon (yes, that's a thing – and sadly, no, I'm not going). Whatever your definition, community is powerful.

We have a global team of researchers who have dedicated themselves to studying community dynamics through lenses such as sociology, anthropology and linguistics. This work reveals that healthy communities tend to be defined by two principles: relationships (people actively interacting with each other, whether online or off) and reciprocity (people feeling that they are both giving and getting). This is what sustains communities over time.

Tatiana: I think this is the most remarkable moment in the long history of community. Just look at how empowered people are to build communities around all the things they care about. With digital tools, the geographic boundaries that once contained communities have all but disappeared. As people build communities in new ways, new doors are opening for forward-looking brands to claim a more meaningful role in people's lives.

The key is in how you think about community. Many marketers tend to view it as a target audience. However, I always encourage brands to think bigger, to equate community with curiosity. Marketers should ask questions such as: Are there relevant communities I haven't considered? What inspiration can I find when I look at communities that share my brand's passions or values? What can I offer the community? It's the curious brands that tend to be rewarded with creative inspiration – whether that comes in the form of a campaign that brings people together or a product feature you didn't know people were clamouring for. Community can be an incredible creative spark that exponentially changes the way a brand lives in people's hearts and minds.

Tatiana: First, it's really important to commit to the community-inspired approach. You can't go halfway through the process and ask: "But how is this going to sell my product?" That's not the point, even though it can absolutely become the outcome. Brands that want to embark on developing community-inspired ideas have to be open to the reality that these ideas might not start big, but they have the potential to have a big impact in the future.

The second big revelation is around the concept of generosity. You'd be amazed at the level of creativity that emerges when a brand puts the needs and interests of a community at the forefront and asks how it can help solve problems. It's a value exchange that goes both ways. We've seen incredible examples of brands uplifting communities, and similarly, brands often tell us that being able to tap into groups for feedback has sparked great ideas.

Lastly, every brand's approach to community-inspired ideas will be unique. There's no one set way to do this, but focusing on shared passions or values is a powerful way in. The key is to be authentic to who you are as a brand, not as a product. For example, if you are selling orange juice, don't just think about people who love oranges. Look for inspiration from communities of people who love all things coloured orange (orange lifestyle?), people who suffer from vitamin C deficiency or people who value the same sustainable farming practices that you do.

Tatiana: It's so hard to choose! But I'll tell you this: The ones doing it well tend to have a clear understanding of what they want to achieve from the start. They also tend to focus on empowering, inspiring, celebrating or entertaining a community. Here's an example of each: