Let’s start with a story that should make every product manager (PM) sit up and take notice.
In 2021, Reddit’s WallStreetBets community became a global phenomenon. What began as a niche forum for amateur stock traders turned into a financial revolution, with millions of users banding together to challenge Wall Street giants.
The GameStop short squeeze wasn’t just a financial event. It was a cultural moment.
It showcased the raw power of digital communities, proving that when people unite around a shared purpose, they can disrupt industries, and rewrite the rules of the game.
But Reddit isn’t the only example. Discord, originally built for gamers, has become a hub for everything from study groups to NFT enthusiasts.
These platforms aren’t just tools; they’re ecosystems where communities thrive, ideas spread like wildfire, and loyalty is forged in the digital fires of shared passion.
If you’re a PM ignoring digital communities, you’re not just missing out—you’re falling behind. And here’s why.
Gen Z and the Need for Community
Gen Z is rewriting the rules of engagement. Unlike previous generations, they don’t just want products. They want belonging.
They crave connection, purpose, and a sense of identity that transcends traditional social structures.
But here’s the twist: Gen Z’s idea of community isn’t bound by geography or even deep interpersonal relationships.
For them, the idea of being part of a community is often more powerful than the community itself. They’ll rally around a cause, a game, or a meme with the same fervor that earlier generations reserved for their closest friends.
Take gaming communities, for example. Gamers are rebels at heart. They’ll defend their favorite games with a passion that borders on fanaticism. When Cyberpunk 2077 launched with bugs galore, it wasn’t just the critics who called out CD Projekt Red, it was the players.
They felt betrayed, and their collective outrage forced the company to issue refunds and delay updates.
This isn’t just about games. It’s about identity. For Gen Z, being part of a community isn’t optional; it’s essential. And if your product doesn’t facilitate that sense of belonging, they’ll find one that does.
The Five Foundational Community Trends
If we were to examine the DNA of successful digital communities, we’d find five core trends that underpin their success. These trends aren’t just observations, they’re a roadmap for PMs who want to harness the power of communities.
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Access to a Growing, Globally Connected Audience
Unlike the local church group or neighborhood book club, digital communities have no borders. If there are people out there who share your interest, you can build a community.
The key isn’t just access—it’s engagement. Cheap marketers spam their audience; smart PMs build relationships.
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Cheap Commodity Tools for Providing Access
You don’t need a massive budget to start a community. Free tools like Discord, Reddit, and even social media platforms can serve as the foundation.
The tools aren’t the magic. It’s how you use them to foster collaboration and shared value.
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Immediate Delivery of Broad Information and Expertise
Gone are the days of waiting for a weekly meeting to share updates. Digital communities operate in real-time, delivering news, insights, and expertise at the speed of light.
This immediacy creates a sense of urgency and keeps members engaged. -
Diversified Methods of Online Collaboration
Communities aren’t just about sharing content—they’re about creating it together. Whether it’s coding, writing, or designing, digital communities thrive when members collaborate on meaningful projects.
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A Growing Desire for Meaningful, Connected Work
At the heart of every successful community is a shared sense of purpose. People don’t just want to consume—they want to contribute.
They want their work to matter, and they want to feel connected to something bigger than themselves.
The Heart of the Human Condition
Strip away the technology, and you’ll find that communities tap into something deeply human. We’re social creatures, hardwired to seek connection, validation, and belonging.
The Community Belonging Path illustrates this perfectly:
- Access: Make it easy for newcomers to contribute.
- Self-Respect: Validate their contributions to build confidence.
- Dignity: Help them feel proud of their work and its impact.
- Belonging: Foster a sense of connection and acceptance.
When people feel like they belong, they’ll walk miles (or spend hours online) to stay connected.
Why Gen Z is a Value and Opportunity
Gen Z isn’t just a demographic—they’re a movement. They value authenticity, transparency, and community above all else. For PMs, this is both a challenge and an opportunity.
Communities can drive customer engagement, brand loyalty, and product innovation. They can amplify your message, provide real-time feedback, and even help you recruit top talent. But building a community isn’t easy. It requires strategy, discipline, and a deep understanding of what makes people tick.
The Risks of Ignoring Communities
If you’re still on the fence, consider this: communities aren’t just a nice-to-have—they’re a must-have. Ignoring them means missing out on:
- Customer insights: Communities are a goldmine of feedback and ideas.
- Brand advocacy: Loyal community members will champion your product.
- Innovation: Communities can help you identify trends and opportunities before they go mainstream.
But beware: communities aren’t a silver bullet. They require time, effort, and a clear strategy. If you’re not willing to invest, you’re better off staying out of the game.
The Bottom Line
Digital communities are the next big thing—and they’re already here. From Reddit to Discord, from gaming to activism, communities are reshaping how we connect, collaborate, and create.
For PMs, the message is clear: if you’re not building communities, you’re falling behind. The question isn’t whether you can afford to invest in communities—it’s whether you can afford not to.
So, what are you waiting for? The future belongs to those who build together.
