By: Abi Pandolfo
People want to support brands that stand for something bigger than business. They’re drawn to companies that genuinely care — those that invest in their communities, show up for local events and give back in other meaningful ways. Community engagement is a powerful way to build trust and lasting brand loyalty, especially among millennials and Gen Z.
Why Community Engagement Matters
Think about the businesses you love. Chances are it’s not just about their product, but about how they make you feel. Maybe it’s a local coffee shop sponsoring a youth soccer team or a big-name brand hosting charity events. These efforts create a sense of connection, and that connection builds loyalty.
Research backs this up. A study from Tint shows that 84% of Gen Z consumers say the community around a brand influences how they feel about it. And with millennials and Gen Z making up the majority of today’s buying power, that connection can be the difference between a one-time purchase and a lifelong customer.
The McDonald’s Example: A Global Brand With a Local Heart
McDonald’s is one of the most recognized brands in the world, but what many don’t realize is that most McDonald’s locations are locally owned and operated. That means every time you grab a Big Mac, you’re supporting a local business owner who is deeply invested in their community.
At Trozzolo, we help bridge that local connection through a strategic PR approach that ensures McDonald’s isn’t just a brand people recognize — it’s a brand they trust and support. That includes:
Hosting McTeacher’s Nights, where McDonald’s partners with local schools to raise funds.
Sponsoring community events that bring people together.
Supporting Ronald McDonald House Charities, which helps families of sick children.
Donating to local causes and stepping up in times of crisis.
These efforts make a real impact. They turn a fast-food restaurant into a community staple that people feel good about supporting.
How Brands Benefit From Getting Involved
When brands get involved locally, it’s a win-win. Customers feel a stronger connection, which makes them more likely to choose that brand over competitors. And when people see a business actively giving back, they’re more likely to become vocal advocates, spreading the word through social media and word-of-mouth.
For younger generations, this is especially important. Gen Z and millennials aren’t just looking for great products, they want to buy from brands that align with their values. According to McKinsey & Company, 66% of Gen Zers believe communities are built around shared interests and causes, not just location or background. That means brands that genuinely engage in their communities have a better chance of earning their loyalty.
The Bottom Line
Community engagement isn’t just about doing good — it’s about creating lasting relationships with customers. When brands show up, support local causes and invest in the people around them, they’re boosting brand affinity and building a foundation for long-term success.
Want to make your brand part of the community conversation? Let’s talk. At Trozzolo, we specialize in helping brands integrate on a local level, making sure they don’t just get noticed — but truly matter.
