The commercial opportunity exists because we need belonging at a fundamental level . We have a crisis of belonging–and great brands will step into the vacuum created by social isolation. And, some for-profit brands are now identifying this opportunity. Thinking beyond “customers,” “fans,” or “followers,” the next frontier for great brands is stepping into the cultural need and market opportunity for deeper, real-world person-to-person connection. Companies that can help their customers remake the social fabric have an enormous opportunity.