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In universities, there’s an event called a "club fair," where students walk from booth to booth, signing up for communities that suit their niche interests: Cheese club. Debate team. Wilderness adventure group. Belly dancing. The options are endless.
As a freshman coming from a tiny international school in Barcelona, I was thrilled. Here was my chance to find "my people" and find “my thing.” These clubs became a way for me to navigate my sense of self, providing data points for what I did and didn't enjoy.
Fast-forward to today, and I see the same trend playing out in cities like London and New York, where millennials and Gen Zs are diving headfirst into quirky clubs and shared experiences.
But why are so many people flocking to niche communities? Here's my take on the psychology behind it—and why brands should take note.
The psychology behind the rise of club participation
We crave connection
Clubs centered around shared experiences make it easier to forge meaningful connections. At my run club (I know, I hate myself too), I’ve casually chatted with everyone from digital nomad dads to indie actors—all sparked by a simple “where do you usually run?”
A shared activity creates a conversational bond, which can lead to a lasting connection and the feeling that we belong to something larger than ourselves.
We miss play
As adults, life can feel like a rinse-and-repeat cycle of laundry, commuting, meetings, and (if we’re lucky) sleep. Clubs offer a socially acceptable doorway into rediscovering play—a way to do things simply for the joy of it, not for productivity.
My friends and I have explored everything from pottery, trapeze and life drawing with models covered in neon paint to feminist wine-bar meetups and two-hour breathing meditations. These activities offer a break from the daily monotony and a sense of wonder.
We seek emotional intimacy
We all wear multiple hats—colleague, friend, daughter, mother. Social clubs give us the chance to drop these personas and engage in something purely for ourselves. Engaging in low-stakes hobbies with strangers can help us connect with parts of ourselves that may have been muted.
We long for novelty
Traveling opens us to new cultures, people, and experiences, shifting our perspective. But we don’t have to hop on a plane to get that same sense of novelty. Clubs allow us to step outside our comfort zones, whether it’s pickleball or sound baths, reminding us that we have the agency to shake up our daily routines.
Why now? The modern appeal of niche clubs
This isn’t an entirely new phenomenon, but the participation in hobbyism has spiked recently for several reasons:
Work-life balance and self-care culture
Millennials and Gen Z are increasingly rejecting the non-stop grind mentality, favoring a balanced approach to work. Social clubs provide a structured way to unwind and connect.
The rise of experiential living
Experiences over material possessions are the new currency. Clubs offer a way for people to share in meaningful activities, adding value to their lives through unique moments.
The post-pandemic desire for in-person connections
After years of isolation, people are eager to rebuild social connections. Clubs offer an ideal way to meet like-minded people in real life.
Social media influence:
Influencers and online communities are increasingly promoting clubs as hubs for community and self-expression. From fitness to food, social media showcases the value of gathering around a shared passion.
What this means for brands
Brands have an incredible opportunity to tap into the growing demand for community, play, and shared experiences. Here’s how to align your brand with this trend:
Tailor communications to your community
Develop a consistent, personalized narrative and visual brand identity to stand out, aligning your messaging to your audience's values and personalities.
Duolingo is a classic example of how to resonate with your target demographic of users. Leveraging a humorous and familiar tone, their content makes language learning feel fun, inclusive, and accessible—a clear extension of its mission to democratize education globally.
Create community-building experiences
Consumers today are looking for brands that focus on sharing as much as selling. This can take the form of knowledge-sharing through community forums, online activities like Peloton’s fitness classes, or temporary spaces like Glossier’s appealing pop-up stores.
Take a page from Alex Cooper’s playbook — don’t just share stories, create stories. Cooper, the host of the viral podcast Call Her Daddy, took her brand to the next level by launching the "Unwell Tour."
These in-person events turned podcast listeners into loyal brand followers, giving fans the chance to engage with her intimately, creating common memories that turn the “Daddy Gang” into lifelong brand advocates.
Commit to long-term engagement, not just sales
It’s no longer enough to sell a product—you need to turn customers into brand ambassadors. Brands like Airbnb have mastered this through community-driven experiences. Their "Experiences" feature allows hosts to offer unique local activities, fostering emotional connections between users and the brand itself.
Need support crafting compelling stories, developing authentic brand communities, and designing experiences that resonate with your target audience?
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