r e v e li e m a b I’   02 Even long-established online communities are branching out in a number of directions in search of new lines of revenue. Reddit, for example, has launched an NFT-based marketplace where people can buy blockchain profile pictures for a fixed rate, and released digital collectible avatars on its website and mobile app. This is compelling evidence that community-based engagement is 39,40 tipping into the mainstream. These Web3 developments will almost certainly give brands significantly more direct contact with and influence over their community, but they will have decisions to make around the dynamic. For instance, will they treat participants as customers, or as part of the brand? It’s easy to alienate and isolate existing communities by prioritizing those who will just generate profit. The relationship needs to be shaped in a sustainable and organic way that enhances the power of communities and allows them to contribute to bottom-up innovation. + technology, digital, 35mm photography, weight +1, omit text; letters, algorithm version 4, aspect ratio 3:2, quality 2, change 100 Copyright © 2022 Accenture. All rights reserved. 26