A perfect storm of cultural influences is eroding our sense of belonging.

DISTRACTED

Screen-switching and a constant barrage of information compete for attention.

DISTRACTED

ANXIOUS

A growing distrust in institutions leaves us feeling skeptical and apprehensive.

ANXIOUS

POLARIZED

Conversations dominated by the loudest—and often most extreme—voices lead to less common ground being shared.

POLARIZED

LONELY

We’re increasingly isolated as we retreat to our screens and away from in-person interactions.

LONELY

For consumers, this fuels disengagement.


For brands, this presents a new opportunity.

Brand Belonging

The collection of experiences that reinforce an individual’s identity through involvement in something greater than themselves.

Research by the Numbers

IBM iX initiated a comprehensive, objective study with Ipsos.

See research methodology details.

6
Countries

4,446
Participants

172
Brands

6
Select Categories

Research Methodology

Qualitative Research
Six online pop-up communities fielded in Brazil, China, Germany, India, Russia and USA.

Quantitative Research
Online survey among 4,248 US respondents, in which they evaluated belonging and its association with the brands in their consideration set.

Impartial Validation
Leveraged Ipsos’ tried-and-tested Brand Value Creator to develop the Brand Belonging Model and validate belonging’s business impact.

Full details are in the report.

“Not only is belonging a universal human need—but it's a largely untapped business opportunity as well.”

Kelly Mooney, Chief Experience Officer on IBM iX

Kelly Mooney,
Chief Experience Officer,
IBM iX, North America

The study showed top Brand Belonging performers grew revenue over six years at

Three times

the rate of lower performing brands.

Top performing brands gained market share of up to

10 percent

over a three-year period


Top performing brands are

9 percent

more likely to be recommended than lower performing brands

The Top Belonging Brands Revealed

The report documents the top 25 Belonging Brands in America—including best practices from the leaders in each of the six categories studied.

Of the 172 brands studied, the top 11 Belonging Brands are Apple, Amazon, PBS, Disney, Chevrolet, Amazon Prime, USAA, Ford, Harley-Davidson, Honda and Tesla. Of the 172 brands studied, the top 11 Belonging Brands are Apple, Amazon, PBS, Disney, Chevrolet, Amazon Prime, USAA, Ford, Harley-Davidson, Honda and Tesla.

Build Brand Belonging

The research surfaced six Belonging Experience Drivers, which top-performing Belonging Brands combine in strategic ways to create more relevant, impactful experiences.

Everyday Enrichment

Compelling Relationship

Trustworthy Excitement

Activated Purpose

Empowered Community

Empathic Innovation

Let us Create your Belonging Playbook

IBM iX can help give you the most strategic opportunities to build Brand Belonging and design more impactful brand experiences.