The whole piece is perfect. I highly recommend you to read it all. But I try my best to summarize.
Latest research shows that one-fifth Americans say they belong to no religion at all. And this study also found that many of these “nones” aren’t actively searching for a religion.
A researcher from Harvard Divinity School explores how Millennials are finding and building communities of meaning and belonging. This study profiles about 100 organizations where millennials gathered for meaningful experiences. One of the most striking spaces? Fitness classes. “People come because they want to lose weight or gain muscle strength, but they stay for the community,” he said. “It’s really the relationships that keep them coming back.” (For details click.)
The need for community is something that is so strong. Getting ugly sweaty and being pushed through those limits of physical comfort, some of the barriers are broken down. The connection is created by the physical space. According to me, as we leave some community places such as church or family we will need alternative communities.
The meaning-seeking shows us that, meaning making is a growth industry and brands that can offer meaningful experiences of belonging and becoming are going to keep growing.