1、HOW CAN BRANDS BRIDGE THE GAP TO DRIVE CUSTOMER ENGAGEMENT AND LOYALTY?THE CONNECTION CRISISBACKGROUNDIn a world where consumers are under increasing stress,we are facing what experts are calling a pandemic of loneliness.While we often think of seniors as lonely,research shows that it is the younges

2、t generations who are most affected by loneliness.Meanwhile,brands are promoting community building and connection.Many retailers are making efforts to incorporate community spaces into their stores,and marketers are tailoring their messaging to focus on building relationships with their audiences.H

3、owever,there are many signs that there is a disconnect between what retailers believe creates community and the experiences consumers are looking for.As brands compete for attention using connection as a hook,are their community-building claims legitimate,and if not,how can they harness the power of

4、 community?And what are the potential consequences for brands that fail to deliver on the promise of connection?CONTEXT Brands can play a role in combating loneliness by creating authentic community experiences,but to make a real difference,they need to put the consumers needs at the forefront of th

5、eir decisions.Although many brands claim to be customer-centric,the majority are shareholder-centric first.This conflict makes it difficult for brands to address social issues.As consumers face an increasingly lonely world,brands that can create community experiences will have an advantage over thei

6、r competitors.STUDY GOALS In this study,we will seek to answer these questions:1.How do people from different backgrounds and perspectives define connection and“community”?2.What factors contribute to feelings of loneliness,and how do they manifest?3.How are brands using omnichannel strategies to fo