Brief Notes 006
The future of community is deep, not wide.
Brief Notes is a thought-provoking quarterly digest that explores the intersections of community, self, and connection—spanning social dynamics and brand relationships. Through sharp observations, cultural musings, and insightful research, this column delves into the power of storytelling, the art of bringing people together, and the myriad of ways we can create meaningful impact in the world.
I recently shared my on-the-ground POV and predictions for the future of community and connection in 2025, including this: micro-communities are officially having their moment. I touched on it last year in my Size Matters note where I detailed our reasoning behind prioritizing intimate, but potent spaces.
From dinner clubs to chess clubs to book clubs, there’s a growing shift toward niche gatherings where people can connect through shared interests (and values). The era of mass gatherings is losing its allure, replaced by a desire to find “your people.” The fatigue with one-size-fits-all approaches to connection is real, and brands should be paying attention.
Tumblr’s State of Community report (linked below) highlights Gen Z’s craving for meaningful engagement over content saturation—a trend mirrored offline. In a world full of noise, we’re all searching for quieter corners to truly connect, build relationships, and add meaning to our lives (see Why Modern Life Feels Meaningful below).
It’s this cultural shift that inspired the launch of
from and I, reimagining the lost art of conversation through short-form media and fostering value-based relationships. You see it everywhere: the resurgence of book clubs (Architectural Digest), grassroots design events in LA (It’s Nice That), the theme week events hosted by The Cut for their readers and the hottest new club in New York—a chess club, as written by .This ethos also guided our work with why?! the conversation app over the fall: supporting micro-communities with deeper resources to connect and collaborate.
In uncertain times, it’s clear: less, but better, is the way forward.
After all, community isn’t just a strategy—it’s what sustains us.
With love and intention,
Jennifer Pauline
PS. my final note will actually arrive on Sunday, I have one more thing to share this year :)
In the News.
My findings on community, self, and social connection in the news.
Perfectionism can drive creativity by fostering meticulousness and high standards, but it may also hinder progress and well-being when it leads to over-criticism and burnout. It’s Nice That
Imposter Syndrome has been a central theme in conversations I’ve seen around the internet. I love what Lena Waithe and Luvvie Ajayi Jones had to say. For those of us who struggle with the psychological stressor, this article details what it actually is and how to overcome it. BBC Science Focus Magazine
Kendrick Lamar sits down with SZA in this 1:1 interview to discuss his daily spiritual practices, the significance of his diss track “Not Like Us”, the importance of connection and why separating his stage persona from his true self helps maintain mental well-being. Harpers Bazaar
The Cut Magazine launched their theme week events this year and brought readers together for the first Freak Week pop-up, Making Friends at Get Happy Medium and to celebrate personal style at Cut Café during NYFW The Cut
“The State of Community” report reveals that Gen Z’s disillusionment with traditional social media is prompting brands to foster genuine digital communities that prioritize meaningful engagement over content saturation. Tumblr
Disconnection and loneliness have been on the tip of everyone's tongue this year. In that same conversation, everyone is wondering about their friends. The question is, do you have time to be a good friend? Dazed
The Longest Table hosted their 3rd annual “Longest Table” in NYC, “a free, community event that brings people together for a shared meal and conversation. It's a simple way to create moments of joy and begin building stronger neighborhoods.” Patch
The resurgence of book clubs, literary-themed venues, and the influence of BookTok reflect a cultural shift towards valuing intellectual engagement and the social capital of being well-read. Architectural Digest
Matthew Jordan-Miller Kenyatta, Temple University’s new Director of Exhibitions and Public Programming, aims to transform Temple Contemporary into a dynamic cultural destination by engaging the local community and highlighting underrepresented artists and cultural histories. WHYY
Appearance and visibility are always hot topics when it comes to business, creativity, art and our social lives. Dazed asked, do you need to be hot to make it as an artist? while Sharmadean Reid, founder of Slack World and Author of New Methods for Women asked us to calculate the cost for our visibility and focus on substance over appearance. What do you think? Does appearance and visibility matter? Dazed and New Methods for Women
Alma Backyard Farms hosts brunch in Compton on the first and third Sunday of every month, merging food with impact, they offer job opportunities to formally incarcerated people and provide food security to this often underserved neighborhood. New York Times
If you’re looking for an alternative to scrolling, a new digital space to foster deeper connection and co-facilitate your next potentially awkward family dinner or date has arrived. Why?! the conversation app, founded by
and Lexi Nisita, ex-Netflix and Clubhouse execs, developed the new platform to help you answer questions and find your people. Atlanta Journal Constitution (note: they were a client this year)Los Angeles’ creative community is thriving through grassroots design events like LitLit and Acid-Free Lite, which provide platforms for independent talent to flourish and foster community engagement. It’s Nice That
Emerging Nigerian designer Olorunfemi Adewuyi integrates traditional crafts into contemporary design, emphasizing the social and democratic power of design to honor local culture and address community challenges. Wallpaper
West Coast beauty brand Cocokind is turning the infamous influencer brand trip into a customer centric experience, taking the budget they would have spent on PR mailers to forge connection between themselves and the everyday people who champion their products New Beauty
In the Wild.
Happenings on the ground, under the headlines, and bubbling in the wild.
The barriers to deepening connection are real. No Small Talk spoke with friendship coach and author Danielle Bayard Jackson to identify and provide tools that help reduce their impact. Please, No Small Talk
Modern life can feel meaningless at times, and writer
attributes this to the nature of modern work, and the loss of meaningful narratives in our lives. “No one can build a truly great life without a significant degree of autonomy and leisure—something which is very difficult to redo when you’re under the control of another person.” The AutodidactIf you’re like me, the fear of being perceived and putting yourself out there online can be crippling. I’d like to think I’m in recovery, and this “learn-do-teach” framework is a supportive tool helping me overcome it.
HURS and Nike Women hosted an evening in Tribeca New York, to celebrate the release of Look Good, Feel Good, Play Good: Nike Apparel, a visual history of women’s sportswear published by Phaidon Press. Instagram
For one week in early December, Bimma Williams, Collab Marketing Educator, brought his audience along as he unfolded the story of his top sneaker collaborations of the year. In the end, offering them a chance to win his top 10 selections. The roll out included a Chromakopia inspired criteria video, a conversation with leaders in the sneaker community and a Kendrick Lamar Super Bowl reference. View the series on Instagram
This Fall, my creative studio With/Creators, joined forces with why?! the conversation app, to lead community engagement and partnerships. Across North America, we delivered the app into the hosts, gathered and guides whose collective mission is to connect us in more meaningful ways. Hosting nearly 20 intimate gatherings through art, design, media, craft, food and more. Instagram
New York’s hottest club is a chess club, and they’re bringing people together through low-stakes environments that foster IRL connection. Viks Busy Corner by
“The Rest Ethic for Creatives and Entrepreneurs” emphasizes the importance of intentional rest as a catalyst for creativity and productivity, advocating for a balanced approach to work and downtime. The Rest Ethic by
If you’re looking for ways to decrease your screen time, Jordan Santos shares twenty things she’d rather do than be on her phone. No One Asked by
Los Angeles based bookstore Reparations Club launched their Read the Room series this summer, an introverts delight to be in community and not overstimulated. Instagram
Atelier Jolie hosted an intimate dinner and conversation with twin designers Dynasty & Soul Ogun of L’Enchanteur and Angelina Jolie exploring art, careers and spirituality. Deepening the impact, food and drink were provided by Black owned vegan restaurant, Aunts et Uncles and refugee chef driven café Eat Offbeat. Instagram
Maya Aristumuńo, founder of Maristi Creative, hosted a 40-person pop-up dinner for creative women in New York, centered around girlhood, reproductive rights, self-care and community. Instagram
Timothée Chalamet took his press tour for the upcoming Bob Dylan biopic “A Complete Unknown” the hyper-local, community centered-route. Connecting with fans at University of Minnesota and Vanderbilt. Linkedin and TikTok
Brightland Olive Oil hosted a Paint and Pour in New York City with arts and crafts studio Get Happy Medium, turning their signature olive oil bottles into mini masterpieces Instagram
Kate Spade celebrated the holidays by taking over a London pub and transforming it into The Kate Spade Arms, a gathering space for programming and fellowship celebrating their female community LinkedIn
Direct Messages.
I see a lot of micro opinion pieces on TikTok that make me go hmmm when it comes to community and connection. If you see something, say something at community@withcreators.com.
this was a good one! lots of great links. I've been wanting to go to the Alma brunch for a minute - now that I read that article and know even more about what they're doing, I def will go!
Excellent article Jennifer! Micro-communities will be our saving grace in the age of artificial intelligence and monopolies. Thanks for sharing!