How to tap into the unique power of communities

In this first episode of a special mini-series from the IAB UK Podcast, produced in partnership with Global, we explore the work shaping the future of advertising and media in the UK.

This episode focuses on the power of communities, and what it really means to connect with audiences in a more human way. Drawing on insights from Global and MG OMD’s Belonging in Britain research, we unpack how people across the UK are finding identity, connection and belonging through shared passions, interests and experiences.

At a time when audiences are often reduced to demographics, this research offers a more nuanced perspective, revealing why communities are such powerful spaces for engagement, and what that means for brands.

Host James Chandler is joined by Ailsa Mackenzie (Global) and Samantha Redmond (MG OMD) to discuss what the research tells us about modern Britain, why the picture may be more optimistic than headlines suggest, and how advertisers can move beyond one-to-one targeting to engage communities in more meaningful ways.

You can download the Belonging in Britain 2026 Key Insights here - https://www.mgomd-belonginginbritain.com/belonging-in-britain-2026

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