Field report: When “community” is just a sticker on the shop window
A look behind the scenes of a community promise! And what's left of it when you just want to start a conversation.
In May I walked past a retail shop here in Munich. A very big, sustainable brand that everyone knows. There was a sign outside: ‘Community Run.’ So I curiously went inside. Another sign: ‘Community Hike.’ That sounded interesting, like an invitation to an open dialogue. I wanted to understand how this brand sees its role in the real world, away from sales: what do IRL community events really mean to them?
The Deputy Managing Director came and asked how he could help me. I introduced myself and explained my request: no intention to sell, no pitch, just genuine interest in their perspective on ‘community’. His answer: Please write an email. I reiterated that I was only interested in a short, human conversation, spontaneous, open, without obligation. But once again, he referred to the email. I openly said that I wouldn't write one because direct dialogue is important to me, especially when a company publicly advertises with the term ‘community’.
Of course, I can't know his motives, perhaps time pressure, internal guidelines or bad experiences with unannounced enquiries. What bothered me was not the rejection itself, but the way it was communicated. No real listening. No curiosity. No room for dialogue.
Especially for a brand that is committed to sustainability and community, I would have expected more willingness to engage in dialogue. A simple: ‘Exciting, no time at the moment, but thanks for your interest!’ would have been enough to bring the conversation to a human conclusion.
But the impression remains that ‘community’ is just a facade here, a marketing term without any real substance. A sign outside is quickly set up. But real community behaviour can be seen when people want to start a conversation and you let them.
In short: don't be discouraged, but don't put up with everything either. Yes, of course I could write an email, but not everything has to be written by email.
Best,
Gerrit
Gerrit Dokter is an expert in IRL Community building, creating loneliness solutions for Gen Z and Y, and social entrepreneur based in Munich, Germany. When he’s not exploring the future of friendships and IRL connections, he’s probably diving into the latest research on loneliness, sharing knowledge about IRL community that sparks real-world connection, or curating unique experiences that bring people together. Say HEY on LinkedIn — he’s always up for a good conversation.