What Community Means in 2025: A Vogue Business Forum with Diageo
On September 11, 2025, Vogue Business, in partnership with Diageo, hosted a collaborative evening at Little Ned in New York City to examine a timely question: What does community mean for brands in 2025?
The forum brought together fashion and lifestyle leaders to share strategies for building loyalty in an era defined by digital saturation and shifting consumer expectations. Moderated by Hilary Milnes, Executive Americas Editor at Vogue Business, the panel featured:
Libby Strachan, Director of Brand Marketing at Free People
Jennifer Zaccarini, Founder & CEO at Fleur du Mal
Patricia Borges, Global Managing Director of Gins and Rums and CEO of Ketel One and Zacapa, Diageo
The evening concluded with a networking reception where guests continued the discussion over canapés and cocktails.
Key Discussion Themes
Community as a Value Driver
Panelists emphasized that community is no longer a byproduct of marketing but a key driver of brand equity. From in-store activations for top customers to second-tier events engaging local influencers, brands are designing layered experiences that speak directly to their audiences.
Experiences Over Transactions
Events today aren’t simply about sales. They serve as opportunities to create memories, communicate lifestyle, and conduct life market research. Panelists noted that shares, reposts, and user-generated content are increasingly valued as much as immediate conversions.
The Evolving Role of Events
Consumers still crave in-person gatherings, yet brands must strike a balance between exclusivity and accessibility. Events now serve dual purposes: deepening relationships on site and producing content that extends the experience digitally.
Digital Community Building
Facebook groups, Instagram broadcast channels, loyalty programs, and even emerging platforms like Substack and life shopping are becoming extensions of brand communities. Digital connections are increasingly making relationships deeper and more consistent than occasional in-person touchpoints.
Measuring Success
KPIs remain essential, but not every outcome ties back to sales. Engagement, cultural relevance, and the ability to curate the right audience for the right event are now equally critical markers of success.
Looking Ahead
The conversation underscored that community in 2025 is about understanding what matters most to customers and designing experiences, both physical and digital, that reflect those values. As events become content and loyalty becomes lifestyle, brands must continually adapt with creativity, consistency, and care.
