Why do communities matter?

There is a seismic shift of influence taking place within the youth demographic and it comes under the headline of community. For the next gen, communities are the gateway to form deep, value-driven connections, and are the means of sharing, expressing and engaging, marking a departure from conventional modes of communication. The communities that young people are creating, how they interact with them and what they gain are all signals of what is most important to Gen Z, or crucially, what’s missing. In turn, what this means is that they’re a vehicle to help this generation to exist in the world and remould it to better fit their identities, needs and ambitions.