Sid Lee Announces Top 10 Community Brands on Its 2021 Belong Index

Peloton, Roblox, and Telfar move the needle with Gen Z audiences and are defining the future of business transformation

LOS ANGELES--()--Global creative company Sid Lee unveils its annual Belong Index of 2021, a ranked list of 10 brands that most effectively engage with Gen Z communities. This year’s leading brands are Peloton, Roblox, Patagonia, Ethereum NFT, Telfar, Nike, Disney, Marvel, Depop, and Decathlon. The index is calculated based on Sid Lee’s Belong Quotient, the first metric to measure how well a brand attaches to pre-existing communities.

“The Belong Index is fascinating because while it focuses on the present year, it also has an extremely keen eye on what’s next - the brands that do and will matter in the future,” said Andy Bateman, CEO of Sid Lee in the USA. “Communities and their network effects fuel today’s most popular and successful platform businesses. We believe it’s because communities are where people find belonging, where they can express themselves and connect with people like them - it’s where they can safely shape their own sense of identity. The learnings from our brand index apply to any size company that wants to grow exponentially by engaging more authentically with their customers.”

The Belong Index gives business leaders a glimpse into the psyche and behavior of Gen Z through the brands they interact with consistently. The list is part of Sid Lee’s ongoing research initiative called The Belong Effect that seeks to unlock new business value from communities. The company conducted global research with Angus Reid Group to study Gen Z and Millennials’ innate relationship with communities and the opportunity for brands to connect with our desire for real belonging; creating better brand connections and real advocacy.

To learn more about the Belong Index 2021 brands and the Belong Quotient, please visit

About Sid Lee

Sid Lee is a borderless creative company applying storytelling, design, and technology to build customer experiences that matter. Working as one out of Montréal, Toronto, New York, Los Angeles, Seattle, London, and Paris. Sid Lee imagines end-to-end customer experiences with progressive clients such as The North Face, Dos Equis, Warner Brothers, and Netflix. In 2020, Sid Lee received its first Emmy Award for Outstanding Main Title Design for its artisans’ work on Godfather of Harlem.

The Sid Lee community brings together 900 multidisciplinary professionals, including members at Yard, Digital Kitchen, Haigo, and BIMM. Collectively, they help clients outperform their competitors and earn trust and loyalty by deploying their creative capabilities in several disciplines, ranging from design to interactive and experiential communication to advertising and architecture. Through its US expansion, Sid Lee acquired social media agency Denizen to broaden its capacities. Sid Lee is a member of kyu, a collective of top-tier global creative companies, including IDEO and SYPartners, established by Hakuhodo DY Holdings. It also co-created C2 Montréal—one of the largest innovation conferences in the world.


Tareeni Bogra

Release Summary

Sid Lee unveils its annual list of the leading community brands among Gen Z that engage successfully to create network effects and brand advocacy.


Tareeni Bogra