Together but unique: Neo-collectivism!
Nafizcan Önder
In an age where we can convey our ideas to any point in the world with a single click, the
bombardment of communication is, of course, inevitable. The brand universe, which wants to
connect with its consumers, has been transmitting its message anytime, anywhere and in
almost any form for a long time. However, since loyalty codes have changed, the way to
establish meaningful bonds is not through conveying the message, but through sharing a
common dream or value… While the barrier of non-belonging is being overcome with a
collective approach, there remains only one border that should never be crossed; the
uniqueness of the individual. Under the leadership of Freelance Senior Strategist Özge Sargın,
we focused on the “neo-collectivism” trend, which says “together but unique” and predicts
that The Future Laboratory will mark the 2030s…
While trying to be a stakeholder of a common voice on the supporter platforms of our favorite
team, by joining certain groups on social media, by sharing some ideas again; At the
intersection of modern world realities and the metropolis, we are becoming more and more
isolated in our physical world. In the simplest terms, it is not possible for a young person who
was born and raised in a metropolis to make sense of the proverbs about neighborhood. When
the individual's personal rivalries and hierarchy race are included in the struggle for life, our
social circle is getting narrower.
The idea that a bigger house, a faster car, a more expensive wristwatch, or more luxurious
clothes are goals to be achieved and, moreover, that they will make us feel better, pervaded
the planet and, of course, the society we live in. Until a global epidemic surrounds us. While
those days of confinement to our homes reminded us that we are a part of something bigger
than ourselves, our collective priorities began to change and become more and more
important.
On the one hand, our concerns for the future of the planet reverberated more in a social
dimension, on the other hand, the dream of a world that includes everyone by saying “all
together or none of us” began to be established with a much louder voice. As our individual
priorities gave way to collective priorities, our personal concerns to social and global concerns,
arrows pointed to a common struggle and naturally collectivism. So what was the dead end of
collectivism? Why did the world need collectivism in a new identity? Let's take a look at
collectivism again for the answer to the questions...
Collectivism 101
Collectivism represents an understanding that emphasizes cohesion between individuals and
is characterized by prioritizing the group over the individual. So much so that in collectivist
communities, relationships with other members of the group and interdependence between
people play a central role in each person's identity, and “goodness” is defined by group and
goal-directed actions.
In collectivist communities, individuals do not define themselves as individuals but in relation
to others. The community they belong to is a supra-identity that precedes their selves… It is
possible to remember this approach from those who define themselves with the team they
support, their hometown or a community they are a member of. Communication is often more
indirect to avoid potential conflict or embarrassment within the community. Group loyalty is
encouraged. Priority in decisions to be made always depends on what is best for the group.
Working as a group and supporting others is essential. Shared goals are given more importance
than individual pursuits. The rights of communities take precedence over the rights of the
individual.
Within all this definition, it does not seem possible to make room for the essence and personal
boundaries of the individual… However, the world has no intention of giving up our “visibility”,
our differences and our own voice, which have been won through great struggles. The pursuit
of being a part of a whole with our uniqueness opened the door to neo-collectivism and gave
birth to neo-collectivist communities…
Brands and belonging in the dream of a better world
While the isolated lives brought by the modern world prevail in the metropolis, the desire to
feel belonging, to be a part of a community and, perhaps most importantly, to know that they
are not alone, becomes stronger in almost every individual. Moreover, it is not possible to fight
alone when we have social concerns rather than individual concerns in our minds.
According to Edelman's annual Global Trust Barometer Report, consumers' trust in
governments has been declining since 2020, and they now trust brands more than
governments. While brands that do not remain indifferent to collective concerns and take a
step are rewarded with “loyalty” by consumers, it is not difficult to foresee that those who do
not take responsibility will not be able to stay in the future…
The “neo-collectivism” trend, which is predicted to mark the 2030s, stands out as a solution
where brands can benefit from the “non-belonging” insight. While bringing together
consumers who share the same values and providing the confidence of being together, neocollectivist communities that celebrate the uniqueness of each member both nurture
individuality and make us feel that we are not alone while facing the brutal competition and
hierarchy of big cities.
Brands can make a real difference by responding to the insight of the physical and emotional
isolation of society by applying the neo-collectivist trend. Brands can increase the impact they
create and the sense of belonging they create by establishing "micro-solidarity" oriented
unions that bring together the consumers in the community over the values they share, rather
than treating the members of the communities they create as homogeneous. Only in this way
can they establish a meaningful relationship within the community and enable them to go
beyond the individual isolation of consumers.
Could belonging be the key to loyalty?
Even though brands build their communication strategies by targeting the number of followers
and interaction, and even when they reach all those statistical targets set at the beginning of
the road, they do not create the meaningful connection sought… It is no surprise that customer
loyalty hangs by a thread when there are no meaningful connections.
What will change the game in this whole picture may be the concept of "belonging". What
attractive price offer can rip you off from a community you feel like you belong in?
Meet yourself before communities!
Neo-collectivist communities today create themselves through common values by taking social
responsibilities both in different business lines and in different fields. Individuals who want to
join these communities must first of all have a high level of familiarity with their own values
and skills. It should be underlined that it is not possible for you to feel belonging to these
communities, which are expected to create a sense of belonging, considering that your
personal values only match.