Standing by me, my digital community: HAVAS Ortega’s Prosumer Report on Communities
In today’s digital age, the communities we belong to are reshaping our identities and how we connect with the world. In our most recent research amongst Filipino Prosumers, we found that —
- 45% of Prosumers most strongly identify with their online communities, surpassing the 31% who identify most with their religious communities; and
- a whopping 65% say that the community they belong to defines who they are more than their being Filipino.
These findings underscore the profound impact of online communities.
On social media, we find spaces where we can express ourselves freely and feel a sense of safety amidst the chaos of the real world. These virtual havens are more than just social networks — they are the building blocks of new subcultures, driven by shared interests and values.
For SWAY, the influencer marketing unit of HAVAS Red at HAVAS Ortega, resonating with subcultures and communities through partnerships with influencers and content creators is a crucial step towards building meaningful relationships with consumers. SWAY believes that influencers and content creators are more than just paid media touchpoints that can augment reach and views; rather, they are leaders and sources of inspiration for the consumer to live their digital lives in communities and subcultures that are important to them.
