Everyone wants community but no one wants to build it

Exploring what community means to me.

Community — Real Life

Wish I read this sooner!

a community is defined not by common interests or physical space, but as “a group of people who share mutual concern for one another”. It’s the difference between someone you feel you could call on for help in the event of a 3am plumbing emergency, versus “someone you technically ate pizza with” once.

Elle Hunt • I want community – but am I prepared to put the work in?

absolutely

Design takes time and effort. Content creation takes time and effort. Everything that goes into a shiny digital footprint – website design, hosting, platform service subscriptions – costs money. Compare this to a random book club meet-up advertised through a single flyer made by hand and stapled to a few telephone poles. On the other side of all... See more

Elise Granata • What We Lose When Optimizing Community

On how to spot pay-to-play communities

More grassroots – and possibly more impactful – efforts feel less trustworthy. There is a community fridge in my city that has existed since 2021 and has a basic social media presence. But it isn’t updated often, and I find myself having a “huh maybe they’re not active anymore” assumption even though a) they posted 2 months ago and b) I could... See more

Elise Granata • What We Lose When Optimizing Community

Because people increasingly socialise online, there also has been an “actual erosion in social skills”. For younger people in particular, the loss of experience and opportunities throughout the pandemic has resulted in a lower appetite for social risk, he says: “They’re more comfortable texting than they are talking.”

Elle Hunt • I want community – but am I prepared to put the work in?

I mean, yes, I knew this, but having it elaborated with such brevity is exactly what I was looking for

Good branding signals other things related to class and positionality – if an experience looks good, it’s because it was crafted at some point by a designer and a creative director who had the time, skills, and zeitgeist awareness to know what looks good (one of the founders of the swim club mentioned above is a graphic designer by trade, as an... See more

Elise Granata • What We Lose When Optimizing Community

Within such virtual spaces, “community” is a shorthand for interaction — not necessarily belonging. From a business standpoint, community is a means to harness customer loyalty. From fitness companies like Peloton to beauty and fashion brands like Glossier and Victoria’s Secret PINK, brand communities have become essential marketing mechanisms,... See more

Vox • Brands want to be more than your friend. They want community.

on how brands leverage the concept of community for profit and brand development

The promise of community begins to feel disingenuous when what’s described is little more than a euphemism for a targeted demographic of interested consumers. Is there any other reason to facilitate community if not for a business to sell more products and accrue more members? Is it possible to find real community beyond the parameters of one’s... See more

Vox • Brands want to be more than your friend. They want community.

Is it possible to find real community beyond the parameters of one’s consumerist interests?

The hard truth is that no one gets to be in community without effort.

Ann Friedman Weekly

yet some people get to do that - surprisingly