Humans are naturally pack animals and want to attach themselves to other like-minded people. This includes family, friend groups and now this real life concept has entered the digital world. Social media platforms like Instagram, Reddit, and Facebook have accelerated the adoption of online communities to the point it has become an expectation from consumers. This is especially the case for Gen Z who are the main catalysts for the growing need for online communities. For this reason, every brand should aim to create an online community, with community members who are brand advocates, offline and online.