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Offline community building should be a priority for tech companies in 2018.
The past year has been marked by activism across the U.S., with massive marches in major and mid-sized cities to protest issues from health care to immigration. But the engagement that has emerged hasn’t stopped with political causes. Consumers are asking for more from brands they use, creating both opportunities and obligations for businesses to advocate for causes that reach far beyond their own immediate audiences.

For many tech companies in Silicon Valley, it requires a substantial effort to connect with consumers who feel an out-of-touch attitude emanating from Northern California. From Facebook’s desires to “build a global community” while facing questions about its role in election misinformation to Amazon’s ongoing HQ2 bidding-war selection process, a gap exists between the biggest names in tech and the communities they serve.

Companies across the country should take note of the the activism that sprang out of this unique moment in time. While much of it may be driven by the political landscape, businesses should recognize the power and potential of a strong offline community, especially one that extends across the country and consolidates the ideas and attitudes of a broader audience. This lesson is one that political campaigns have understood for years, and while some brands have taken steps to develop offline organizing programs, others need to step up their efforts to build community.

Below are 4 reasons offline community development should be part of every brand’s strategy in 2018.