SXSW London: The participation economy

At SXSW London, thought leaders from diverse industries explained how communities can drive collective wellbeing, agency, and even business growth. While the idea is nothing new, the need for it seems increasingly urgent. And across sessions, the message was clear: community, collaboration and cocreation are central to shaping the future. Enter the participation economy.

The power of participation

Jane Goodall 2 — Jane Goodall at SXSW London

Veteran conservationist Jane Goodall highlighted this during her fireside chat, sharing insights from her “Roots and Shoots” program, which empowers young people in 75 countries to act for people and nature. "We must get together, and every single one of us must do our bit," she urged. By encouraging grassroots participation, Goodall’s approach fosters a crucial sense of agency—allowing individuals to roll up their sleeves and contribute meaningfully to collective goals.

This sentiment was echoed in the Building Tomorrow session, which focused on regeneration. Speakers emphasized that empowering communities to shape their own futures is essential. Ngaire Woods, dean of Oxford University, stressed the importance of giving communities a genuine voice in decision-making processes: “Do they have a real, genuine voice on what is being built? Get communities involved, and they will become the guardians.” British Deputy Prime Minister Angela Rayner agreed, noting that imposing solutions often falls short. “Just because you are accountable does not mean you have to be responsible for delivery. Don’t assume you have all the solutions,” she said.

Do they have a real, genuine voice on what is being built? Get communities involved, and they will become the guardians.

Angela Rayner

British Deputy Prime Minister

One of the most compelling examples of community empowerment came from the session Building Climate Consensus with Community Energy. The initiative puts power—both literally and figuratively—into the hands of local communities in the UK. By allowing communities to benefit directly from green energy projects, these programs raise funds that can be deployed into local resources and projects. London’s Deputy Mayor Mete Coban described community energy as a model of social, racial, and economic justice, adding that it provides people with “a sense of ownership over their neighborhoods.”

Ngaire Woods also pointed to the importance of shared public spaces where people can come together as equals. The decline of such spaces has contributed to a loss of in-person connection, which several sessions cited as a factor in declining mental health among young people. Brands, too, have a role to play here. Harriet XX from Battersea Power Station noted in The Future of Fashion Retail session that creating spaces where people feel welcome to “stay and spend time” fosters a sense of belonging.

From communities to fandoms

Community isn’t just about wellbeing—it’s also a powerful driver of business and culture. Laura Nestler, VP of community at Reddit said the word “community” has been part of her job title for over 20 years, which has put her “in the middle of a community industry boom where consumer tech and businesses started to understand that community can drive material business outcomes.” Although she admits the work “community” has become ubiquitous today, she talked about the good of community-led growth and that it “only occurs when your community is empowered with the agency and the resources to help realize the end goal.” Handing over the reins to the people and co-creation have been crucial for brands over the past five years, as noted in reports from VML Intelligence.

Laura Nestler, VP of community at Reddit

Carl Pei CEO of Nothing in conversation with journalist Lucy Hedges at SXSW London — Carl Pei, CEO of Nothing

This shift toward co-creation was a recurring theme across sessions. Leandro Barreto of Unilever declared that communities will “become the centerpiece of everything we do,” emphasizing the need to build intimacy with the people brands serve. “Brands belong to the people that buy them. We are the stewards,” he said. Cristina Diezhandino of Diageo shared how Guinness has nurtured passionate brand advocates known as “Guinnfluencers,” turning them into co-creators and stewards of the brand. Similarly, Carl Pei, CEO of Nothing, explained how his startup invites community members to collaborate on design and marketing, resulting in award-winning, community-designed products. “The definition between who is an employee and who is a community member will get less clear,” he predicted.

Even in entertainment, audiences are seeking greater involvement. According to data shared at the Everywhere Entertainment Era panel, 78% of global fans want to influence or co-create the content they consume. Graham Haigh of Zoo 55 (part of ITV Studios) shared how the company embraced a fan-created version of quiz show The Chase helmed by popular creators The Sidemen, leveraging the opportunity to reach new audiences. Anton Jerges of We Are Collider provided another example, detailing how the launch of Netflix’s League of Legends show harnessed the gamer community to create content, leading to 36 million downloads in less than a week.

While community-driven models offer immense potential, they are not without challenges. Wikipedia founder Jimmy Wales presented his platform as a prime example of community-powered growth, with 60 million pages of content serving a billion users each month. However, he raised the crucial issue of representation and ensuring diverse contributions, noting that around 80% of Wikipedia edits are made by men. The imbalance highlights the need for inclusivity and diversity in community-building efforts.

The many participants attending SXSW London

The Intelligence take

Across industries, the consensus at SXSW London was clear: community is more than a buzzword—it’s a transformative force. Whether through grassroots environmental initiatives, participatory urban regeneration, or co-creative brand strategies, empowering communities fosters a sense of belonging, agency, and shared purpose. As James Vowles, Team Principal of Formula 1 team Williams, put it: “Everything is about people and culture. It’s about belonging and passion.”

By putting power into the hands of people, embracing co-creation, and fostering connection, communities can become the cornerstone of collective progress—whether in business, culture, or society at large. In the participation economy, the future belongs to those who build it together.