Why community is now the engine of growth

Social isn’t just a channel, it’s where influence is formed. As attention fragments across feeds, group chats and creator ecosystems, growth is increasingly shaped by collective behaviour rather than controlled messaging.

Our group strategy director Ric Hayes explores how brands need to rethink influence in a networked world, where meaning is created and shared between people, not delivered top-down. As he puts it, “brands still need to be noticed, easy to buy and emotionally relevant. What has shifted is the collective’s role in where growth and value take root.”

Read the full article on The Media Leader.