Nearly half of Southeast Asians said that feeling a sense of community with a brand or venue makes them visit more often and recommend it to others. Some 31% also reported spending more per visit when they feel a sense of belonging, highlighting the commercial upside of community-building. This is according to a new report by marketing communications agency bSIDE.
Titled “The future of building communities in Southeast Asia”, the report surveyed 1,200 urban adults across Singapore, Kuala Lumpur, Jakarta and Bangkok. It found that Gen Z and Millennials, who make up roughly half the region’s population, are increasingly seeking deeper, more meaningful relationships with brands.
The report suggests that the traditional marketing funnel is no longer effective. Instead, consumers now move in a continuous loop of discovery, validation, purchase and advocacy, with community sitting at the centre. Social media remains the dominant discovery channel, with 79% of respondents citing it as their primary source, while consumers increasingly turn to peers, creators and online communities for validation before making decisions.
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While community-building can drive retention and advocacy, it is not a quick fix. Brands should expect slower returns, as communities require sustained investment and genuine engagement. However, when done right, they can reduce acquisition costs and create a self-sustaining growth loop.
Additionally, building community requires more than one-off campaigns. Consistency and familiarity were identified as key drivers of engagement, with repeatable formats helping brands integrate into consumers’ routines. Shared values, rather than just shared interests, also play a critical role in fostering deeper connections. The shift comes amid broader social changes, including rising loneliness and digital fatigue.
As brands lean into community-building, the report warns against superficial execution. Some 47% of respondents said they are put off when brands label customers a “community” without meaningful interaction. Another 39% cited one-off events with no continuity, while 34% pointed to performative use of cultural or social causes. Over-reliance on influencers and discount-led perks were also flagged as credibility risks.
The findings also underscore a growing disconnect between marketing spend and real-world impact, as brands grapple with rising costs and shrinking returns across both traditional and digital channels. Brands are increasingly expected to bridge digital and physical experiences, using online platforms to build trust while anchoring relationships in real-life interactions.
While technology has made connection more accessible, it has not necessarily made it more meaningful. As a result, consumers are gravitating towards physical “third spaces” such as supper clubs, social clubs and activity-based communities.
Just 7% of consumers in Southeast Asia say traditional media influences their decisions on what to do or where to go, reinforcing the shift towards peer-driven and community-led discovery.
Against this backdrop, brands across the region are beginning to formalise their community-building efforts. Most recently, Love, Bonito has been doubling down on its positioning as a brand “in the business of women” through its LB Women’s Club, launched in conjunction with International Women’s Month.
The initiative builds on its existing community-led efforts, including stand-up comedy nights, its “Ready-to-live” series and the “Trailblazers” event, but marks a shift towards a more structured, long-term platform.
Similarly, Shake Shack Singapore has tapped into the city’s growing fitness culture with the launch of Shack Track Club, a community-led run initiative designed to bring people together beyond the dining table.
Introduced in January, the initiative sees participants sign up for scheduled runs that begin and end at Shake Shack outlets, blending movement with post-run social experiences. The runs are held quarterly, with the brand exploring increased frequency in response to demand.
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