Why brands need to be acting more like a cult and less like a brand

Traditional social structures are crumbling, and the media is more fragmented than ever before. The quest for belonging has never been more intense. For Gen Zs, fandoms have become a cornerstone of their identity, offering not just a shared passion, but a profound sense of community, creativity, and self-expression.

In a world where connection is currency, brands are struggling to keep up. Enter the age of the cult - where devotion is earned, not bought, and communities are forged through shared beliefs and experiences. Gen Z isn't just buying products, they're seeking belonging, identity, and a sense of purpose. It's time for brands to stop acting like brands and start acting like cults.

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Somewhere only we know

While brands chase reach, cults are powered by engagement.

Traditional brands typically rely on visual identity, pushing out consistent imagery and messaging to build awareness and recall. But this approach often lacks depth, offering little for consumers to connect with on a personal level.

Cults, on the other hand, are immersive - a labyrinth of inspiration, ideas, and values that invite people to dive deeper and explore. They don’t just sell, they create a world where belonging is the ultimate prize.

To tap into the craving for connection, brands need to think beyond traditional marketing. By creating a multiverse where desire and devotion flourish, they can become a place where fans don’t just consume but connect with each other. This means cultivating scarcity, making products and experiences feel exclusive and worth the chase. It’s about fostering a community where the journey to the brand is as rewarding as the destination.

Take water brand Liquid Death, for example. Instead of following the typical marketing playbook, they’ve built a cult-like following by feeding the needs of their community in unexpected ways. From a punk album inspired by comments left by haters, to skateboard decks printed with skating legend, Tony Hawk's actual blood, and teaming up with Martha Stewart to create a life-sized severed hand candle.

Each of these acts wasn’t just a marketing stunt, it was a way to embed their brand into the culture of rebellion and non-conformity that their fans value. They are not just selling canned flavoured water, but participation in a movement. This drives deep, meaningful engagement and turns customers into passionate advocates.

Put your money where your cult is

Brands roll out campaigns, cults spark conversations.

Brands concentrate on campaigns, marketing calendars, and short-term sales spikes. In contrast, cults are fueled by an ongoing, evolving conversation. While brands are driven by the need to raise awareness, highlight their purpose, and eventually convert customers into loyalty programs, cults build a deeper, continuous connection that goes beyond traditional marketing efforts. Instead of simply talking about themselves, they intrigue and engage, creating a powerful connection that transcends traditional brand loyalty.

This deep relationship-building is what transforms casual consumers into devoted brand advocates. It’s not just about selling a product; it’s about inviting people to be a part of something bigger.

Consider Crocs, a brand once ridiculed, that turned its unique aesthetic into a global phenomenon. By embracing the novelty of their design, Crocs ensured every collaboration and product drop was a conversation starter. Partnerships with figures such as Post Malone and Bad Bunny connected the brand to powerful fanbases, while collaborations with high-fashion designers such as Christopher Kane elevated its image on the runway.

Whether it’s fried chicken clogs with KFC or heeled Crocs with Balenciaga, Crocs consistently engaged diverse audiences and sparked conversations that drove the brand's transformation. In 2023, this strategy paid off with more than 100 million pairs sold annually in 85 countries.

The lesson? Play the long game. Keep audiences engaged by aligning with their beliefs, offering them opportunities to participate and experience what your brand stands for. This is how to turn customers into cult-like followers - ready to put their money where their cult is.

You belong with me

Brands chase consistency, cults celebrate creativity.

As brands evolve from being culture dictators to culture facilitators, the most successful ones understand they don’t truly own their brand anymore. To resonate with today’s generation, brands must loosen their grip on rigid guidelines and welcome “unauthorised” creativity that adds depth to their world. Modern fan loyalty is built through active participation and collaboration in a landscape where creativity is a superpower.

For example, instead of recoiling at the sight of millions of Heinz tattoos adorning the ketchup brand’s most devoted fans, they have leaned in, offering safe red ink and a tattoo stencil of their iconic label to encourage this form of creative expression. By embracing and encouraging this action, Heinz has deepened its cult following and fostered authentic, grassroots brand advocacy.

To truly resonate with today’s consumers, especially Gen Z, brands must transcend traditional marketing and cultivate a sense of belonging beyond the transactional. This means embracing the unpredictability of creativity, fostering communities bound by shared values, and crafting experiences that feel exclusive, meaningful, and worth the pursuit.

The most powerful brands of tomorrow won’t just be recognised, they’ll be revered. They won’t just be followed, they’ll be worshipped. By acting more like cults - immersive, engaging, and deeply personal - brands can build lasting loyalty that turns customers into true believers. This is the future of brand building, not as mere sellers of products, but as creators of movements where people find their identity, purpose, and a place to belong. It’s time to stop thinking like a brand and start acting like a cult.

This article was written by Huiwen Tow, head of strategy and Marie Lee, senior strategist, VIRTUE APAC.

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