There’s a current consensus among trendcasters that community is the new brand: that people increasingly want to pay for connection over individual identity. As a longtime hopeful in capitalism for good, I’d like to think this a step in the right direction for humanity. But I also think we can do much better for both people and profit by selling collective identity beyond community — offering belonging in something instead of belonging on its own. In The Century of the Self, Adam Curtis docum...

There’s a current consensus among trendcasters that community is the new brand: that people increasingly want to pay for connection over individual identity. As a longtime hopeful in capitalism for good, I’d like to think this a step in the right direction for humanity. But I also think we can do much better for both people and profit by selling collective identity beyond community — offering belonging in something instead of belonging on its own. In The Century of the Self, Adam Curtis docum...