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  • Why do people sign-up to membership programs?
  • Why do people sign-up to membership programs?
    SoulCycle (2014) ©
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Why do people become members?

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Location Global

Scope
As a society we’re moving faster than ever. But as we spend less time in traditional communities, people are seeking connections beyond religion, family and conventional clubs. “A shift has begun,” says Robbie K. Baxter, author of The Membership Economy. “Membership is timeless, important and powerful. People crave it.” [1]

Membership can create fierce loyalty, reduce acquisitions costs and grow revenues. But while these advantages may be common for both the Church of Scientology and Sainsbury’s, the reasons to join are vastly different. So why do people become members?

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