New research from MG OMD and Global highlights the growing role of media in helping people build a sense of belonging, with brands urged to think beyond traditional audience demographics.
The latest Belonging in Britain study suggests media is becoming an increasingly important part of people’s identities, with listeners and viewers creating their own mix of trusted channels, personalities and formats to suit different aspects of their lives.
The report found 81% of people involved in communities feel a sense of community with at least one media channel, while 74% say media contributes to who they are.
Podcasts are highlighted for the intimacy they create alongside local media for proximity, social platforms for participation and broadcast events that bring audiences together at scale.
The research found communities are becoming more important across Britain, with 35% of people now saying they feel an emotional sense of belonging to their communities, up from 30% last year. Participation in passion and interest groups has also increased from 82% to 91%.
Sport supporter groups are now Britain’s largest community, while music fandoms have entered the top three.
Gaming, fitness and wellbeing communities also feature prominently, reflecting growing interest in shared experiences built around hobbies and interests.
For marketers, the research argues that understanding communities is becoming just as important as understanding demographics.
It found people who belong to communities are generally more optimistic, more trusting and more open to influence, with 86% saying they have been influenced by something they have seen or heard within their groups.
Ailsa Mackenzie, Commercial Strategy Director at Global, said: “Media has always been a route to reach people, but this research shows it can also be a route into belonging.
“People are building their own media portfolios around the channels, voices and formats that fit their lives, whether that is local media for proximity, podcasts for intimacy, social platforms for participation, or broadcast moments that bring people together at scale.”
She added that brands should move away from thinking about channels individually and instead consider the role each platform plays in building relationships with audiences over time.
The Belonging in Britain 2026 report concludes that communities are now a core driver of relevance, trust and influence, encouraging brands to engage more meaningfully in the spaces people actively choose to be part of, rather than relying solely on demographic targeting.
