Can brand communities make digital shoppers more loyal?
8 Mar 2022
Can brand communities make digital shoppers more loyal?

Glossier and Lego may be worlds apart in terms of product lines, but both boast vibrant online communities where fans share tips and suggestions with like-minded individuals. How can other brands foster a similar level of digital engagement? And how can these groups evolve beyond mere discussion?

Sarah Drumm

Sarah Drumm is a freelance journalist covering small businesses, start-ups, and new consumer brands. She is a contributor to Canvas8 and published a report on the popularity of direct-to-consumer brand communities for Thingtesting.

Fiona Hartley

Fiona Hartley is the senior social editor at i-D and previously worked as a social media editor at Dezeen. She is also a freelance filter/AI artist who has developed filters for i-D and Balenciaga.

Roisin Lanigan

Róisín Lanigan is a writer and editor based in London and Belfast. She works at i-D and has written for The Face, Vice, New Statesman, The Atlantic, NYMag, and Prospect, among other publications.