Community is the future of marketing — and why you're never safe without it

At its core, marketing isn’t just about selling. It’s about connection.

No matter how advanced technology gets — no matter how much automation, AI and data-driven marketing evolve — people will always need people.

Brands, nonprofits, and individuals alike need to think about how they can build communities around what they do. Because ultimately, people don’t just buy products or support causes — they join movements that align with their values, interests, and beliefs.

Community is the foundation

Community forms when people come together over shared concerns, passions, and experiences.

Yes, marketing today involves a lot of technology, automation, and AI-driven insights. And there’s incredible work happening in this space. But at the end of the day, people want to belong.

For those of us thinking about personal branding, thought leadership, and content creation, the same rule applies:

You’re not just putting content out into the void — you’re building a network of like-minded people who see value in what you’re sharing.

Whether you’re an individual, a business, or an organization, your goal should be to create and serve a community. That means:

• Providing value rather than just posting for the sake of it

• Engaging with others rather than broadcasting one-way messages

• Becoming a connector — bringing people together around a shared mission

Communities thrive at the intersection

One of my favourite things is working at the intersection of different communities — connecting ideas, industries, and people in ways that create something bigger. (Hence the name of this newsletter you’re reading).

Sometimes, you’re the common thread that brings people together. Other times, you’re stepping into an existing space and contributing to something larger.

This idea connects to my upcoming talk at the HeyOrca Community Summit, where we’ll be discussing how thought leadership and personal branding play a role in fostering engaged communities.

Because the future of marketing isn’t just about pushing messages out — it’s about building spaces where people want to be.

Build, don’t just broadcast

If you’re in marketing, business, or any leadership role, don’t think of community-building as an afterthought.

It’s the foundation of everything. In a world where people crave belonging and connection, community isn’t just a marketing strategy, it’s the future.

What happens when a brand loses its community?

The Case of Hudson’s Bay

While the company’s currently in limbo, Hudson’s Bay isn’t just a department store — it has been a cultural touchpoint in Canada for centuries.

From its iconic striped blankets to its Olympic sponsorships, Hudson’s Bay wasn’t just a store, it was a symbol of national identity.

But despite its deep roots, why has the brand been struggling for a while now?

Because brand recognition isn’t enough — community is what truly sustains a business.

For generations, Hudson’s Bay was more than just a place to shop, it was an anchor in malls across the country, a meeting place, and a shared experience. But as consumer behaviour evolved, Hudson’s Bay failed to evolve with it.

While digital-first brands built online communities and niche retailers created loyal followings, Hudson’s Bay relied too heavily on its legacy without building real connections with modern consumers or reaching new ones.

I remember being dragged into “The Bay” by my mom as a kid, but I can count on my fingers the number of times I’ve voluntarily been in there in my 35 years.

This is a clear example of why the future of marketing isn’t just about sales and selling products, it’s about building belonging. Today’s most successful brands don’t just have customers, they have communities — and the most successful ones have fans. They create spaces where people feel seen, heard, and valued — whether that’s through loyalty programs, user-generated content, or interactive brand experiences.

What can we learn from Hudson’s Bay?

Even a brand as historic and well-known as Hudson’s Bay can fade if it loses its sense of community. Legacy can only take you so far.

What could Hudson’s Bay have done differently? Could it have doubled down on Canadian identity, built a digital-first marketplace for homegrown brands, or created some kind of membership model to re-engage its loyal audience?

At a time when connection matters more than ever, the fall of Hudson’s Bay is a reminder:

If you don’t build and nurture a committed community around your business, you may not have a business someday.

Speaking of community, I’m hosting a meetup in Toronto for those working in social good on April 10. You can learn more or join us here.