Brands are enabling consumers to more easily connect by providing access to platforms, tools and spaces that give customers the ability to self-organize events and group activations around shared interests.

Hotel brand The Standard introduced an app called Lobby that allows guests to check in virtually and can chat with and make plans to meet fellow guests.

These efforts can spark a halo effect that elevates both the brand and the broader community. Brands far and wide are recognizing the significance of not only providing immersive experiences for consumers, but also of bringing people together to spread awareness and emphasize shareable moments.