The latest study from The Research Agency (TRA) has revealed that adults (18+ years) who post online feel more connected to their communities, both online and offline, compared to those who are not regular social media users.

The findings show that adults feel two to three times more connected to community groups, sports teams and religious groups for example and reveal how brands can effectively foster connection on and offline - through identifying people's shared interests.

The study aimed to determine whether brands are genuinely connecting with their audiences and involved cultural analysis, a qualitative study, and surveys of over 2000 people across New Zealand and Australia.

TRA's cultural strategy and data teams developed a methodology called an 'echo-system map' to understand how brands can uncover these connections. The 'echo-system map' illustrates individual shared interests and the reasons behind the connections and can be used to gain inspiration on how to make emotional connections with customers.

The research found that factors that make people feel connected to brands include loyalty schemes (46%), supporting causes they care about (39%), and partnerships with groups or interests they feel connected with (27%). Among younger demographics, partnerships with other favoured companies are particularly influential. Only 2% of people in Australia and 5% in New Zealand mentioned personalisation as something that makes them feel connected to brands.

"Connection is a feeling - a shared feeling. We tend to think of people connecting by hanging out together in physical spaces. It was surprising to find that posting online increases people's sense of connection across everything, virtual and real," said TRA partner, Colleen Ryan. "Our connection study delved deeper to identify how brands can create emotional connections with their customers. The research confirmed we are in a new age of connection. Human connection has adapted, and we have developed a new set of skills to connect with people with the same interests and world views as us."

Ryan sad that it was interests that connect us most. "Instead of trying to speak to everyone through common denominators or demographics, brands need to get in the crosshairs of their audience's interesting interests. By using this approach brands will forge connections with customers on their terms - and they can do it at a scale that drives real growth."

"An echo-system map illustrates individual shared interests and the why behind the connections. Using this, we can identify unique and interesting points where audience tastes, interests, and values overlap - often in unexpected ways," she said. "For brands, these smaller shared spaces of connection can bridge the gap between mass and personalised marketing."