Companies like Crossfit and Soulcycle create a sense of consistent space and ritual that inculcate deep loyalty and community among their participants. Reimagine, an organization that describes itself as “the world’s leading end-of-life events platform,” hosts paid gatherings and festivals related to death and healing. Casper ter Kuille and Angie

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The Brandification of Belonging

Inevitably, when something becomes culturally meaningful, brands come knocking. IRL clubs, which were born from loneliness, and shaped by genuine community are increasingly being eyed-up as shiny new consumer touchpoints. Sponsorships, branded apparel, influencer tie-ins. Community becomes content. Purpose becomes... See more

Much has been written about how brands like SoulCycle built cult-like followings by tapping into the collective desire to connect to something larger than themselves. Today, this practice has gone mainstream, so the question becomes, How can brands go beyond selling and engage with people’s spiritual lives?