Built to Belong: How the World's Top Brands Invest in Community - A 2019 Trend Report
The word community has many definitions, particularly within a business context. Many companies say they have a community, but what that means to them, and the role it plays in their organization varies considerably.
In our report, Built to Belong: How the World's Top Brands Invest in Community we sought to capture the state of brand communities today, specifically among leading companies. We analyzed Fortune Global 50 companies, as well as the top 50 businesses of The Wall Street Journal Billion Dollar Startup Club (often referred to as “unicorn” startups) to benchmark the prevalence of community programs, the purposes they serve for businesses, and how companies are allocating resources toward them.
We hoped to uncover patterns across industries, geographies, and community types. We indeed came away with several learnings.
Our end goals with this report are three-fold:
To give companies the context of global community trends of financially successful organizations
To inform the work of community managers by giving them an overview of how top businesses invest in community
To compare global community trends by industry, location, and community type to reveal opportunities in the market
Today, over half of the Fortune Global 50 and the 50 highest-valued startups invest in community programs. Download the report today to see how your community program stacks up with other companies in your industry, identify the ways companies have lost time and money by mislabeling or confusing community, and learn key insights to bring back to your team and drive bottom-line results!