The ROI of Belonging: How Real Community Fuels Growth
When Target’s CEO stepped down, many pointed to the company’s declining sales, its rollbacks on DEI initiatives, and lack of meaningful support for Black-owned businesses. What unfolded was, in essence, a collective boycott. It was a reminder that when corporations treat “community” as a buzzword rather than a core value, customers notice—and they walk away.
For small businesses and community-driven organizations, the lesson is even more urgent. Building an authentic, engaged community isn’t easy, and it rarely brings overnight rewards. But when organizations stand behind their people—employees, customers, or neighbors—it pays off in trust, loyalty, and long-term growth.
So what does authentic community focus look like in practice? A few things stand out:
1. Start from within
Inclusion has to begin at home. A safe, supportive workplace culture increases employee satisfaction—and happy employees deliver better results. Whether it’s contractors or full-time staff, people perform better when they feel valued.
2. Know who you serve
Your community can’t be colloquialized as “everyone.” (Unless you’re Telfeezy). Define who you’re building for, and design your products or services accordingly. Understanding your audience can help you set realistic price points to keep your business afloat. Knowing who they are can also help you understand how to keep them tapped in - knowing what platforms they engage on, how they use them and how to activate them appropriately. The more you understand about them the better.
3. Respect financial realities
Being community-minded doesn’t mean you can’t be profitable. But price sensitivity matters. If your audience is price-conscious, building a premium-only model will alienate them. Conversely, if you’re a luxury brand, undercutting your pricing to chase accessibility can backfire. The key is aligning your margins with the realities of your community.
Brands that get it right
While we have not worked with these brands, they are on our radar for models done right. Here’s how we’ve noticed they’ve gotten it done:
Telfar: The brand’s mantra—“Telfar is for Everybody”—is more than a slogan. Their Bag Release program democratized access, ensuring everyone who wanted a bag could get one.
Write Your Dissertation Sis: Founded by Dr. Jamelia Nicole Harris, this program supports Black women pursuing scholarly careers by giving them space to exercise their work and find encouragement from peers. The program focuses on providing care, community, and clarity for Black women scholars navigating institutions that weren’t designed with them in mind.
Everyday PPL: Known for global and national parties, they go a step further by spotlighting their own guests—reminding people that they are the brand.
These organizations succeed because they don’t just talk about community; they celebrate it. They make people feel seen.
We talked to Dr. Harris about how she thought to build out this community centered program - considering that your typical coaching programs can often host a 1:1 business model. To this she replied “The idea really came from recognizing that the dissertation journey can feel incredibly lonely. I didn’t want my work to just be transactional or limited to 1:1 sessions—I wanted to build a collective where Black women scholars could see that their journeys, struggles, and triumphs are shared.”
Recognizing her audience’s need is a truly pivotal step in building out business - and her audience needed community. What came of it, wasn’t simply a gathering of minds, it was filling in a gap, and it allows her consumers to feel like they are truly at the center of the business. The results of that? Well, according to Harris, it becomes a “way for our members to see themselves reflected, affirmed, and celebrated as scholars in community. For many, it’s the first time their work is publicly honored outside of academia’s often isolating, critical gaze. It creates momentum, confidence, and deeper connection across the cohort.”
And externally it creates a desire to join in. This is part of the return on investment for authentic community.
The ROI of community
Authentic community-building delivers more than good vibes. Done well, it leads to:
Organic growth through word of mouth and digital engagement.
Investor confidence, because people back products they believe in.
Deeper insights into your audience, allowing you to meet real needs.
A lasting reputation as a brand that genuinely cares.
So, who is your community?
It’s not enough to say “we care.” The real questions are: Who is your community? How do you show up for them? And how do they know you mean it?
At Coyote, we’ve helped brands strengthen their communities by:
Developing mailing lists through giveaways and exclusive content.
Creating interactive event apps that deepen guest engagement.
Designing websites that spark dialogue with thought-provoking questions.
Building surveys and applications that give brands richer audience insights.
If you’re ready to build—or better leverage—your community, let’s talk.