A Sense of Belonging: Understanding the Power of Product-Led Communities and the Benefits of Anxiety

A Sense of Belonging: Understanding the Power of Product-Led Communities and the Benefits of Anxiety

For the first 40,000+ years of human existence, our communities were constrained by where we lived. Our sense of belonging was tied to the physical communities we were born into. However, with the mass global adoption of mobile phones and the internet, we now have unprecedented access to knowledge, markets, opportunities, and people. This shift has changed the way we form communities and find our sense of belonging.

In the past, people were born as part of a community and had to find their place as individuals. Now, people are born as individuals and have to find their community. This concept is especially prevalent in product-led communities. These communities revolve around a product or service that helps people achieve a valuable future outcome. They provide a sense of trust, safety, and belonging, which are critical for the health of individuals, neighborhoods, companies, and democracies.

As commitment to traditional forms of belief and belonging, such as religion, wanes, people are looking for alternative ways to connect and find their sense of purpose. Millennials and Gen Zers, in particular, are volunteering and participating in civic organizations less frequently than previous generations. They are comfortable forging online-only or online-first relationships. This shift in behavior highlights the need for authentic communities that provide a similar sense of purpose and shared values.

Consumers today want to buy from brands that take a stand on social issues they care about. They are seeking connections with brands that share their beliefs and values. This desire for connection goes beyond surface-level advertising. Instead, consumers are looking for meaningful interactions that align with their personal values.

Interestingly, anxiety, an emotion often misunderstood and stigmatized, can play a role in finding this sense of belonging. Anxiety is not just a negative emotion; it can be activating and motivating. Moderate levels of anxiety trigger the release of oxytocin, the social bonding hormone. This hormone primes us to seek out social connection and support, providing a potential solution within the anxiety itself.

Anxiety also serves as a motivator for pursuing rewards and making changes to bring about the future we desire. It releases dopamine, which drives us to take action in various aspects of our lives. Instead of suppressing anxiety, we should listen to it as valuable information. Anxiety tells us that we care about the future and want it to turn out a certain way. It primes us to navigate uncertainty, avert disaster, and turn positive possibilities into reality.