Next, we identified the strongest communities in the U.S. We found that communities are generally organized around one of three driving factors:
Within these three categories, we went deeper to discover which forces drive community formation in the context of 2020. To do this, we took into consideration American values, where people spend their time most, and where people are currently most likely to seek the feeling of belonging.
After surveying dozens of communities, we identified the five strongest communities:
Finally, we analyzed other global brand rankings, and applied our in-house brand expertise to narrow down to a list of companies that naturally attach to communities most relevant to Gen Z and Millennials today.
We also took into consideration a brand’s relevance related to the major societal themes of 2020: