Therefore, in 2023 brands need to go the extra mile to build a trust-driven relationship with users in order to attract engagement and ultimately access users' personal data. One way to do this is to promote a community-based business model that gives users a sense of belonging. The main factor to consider when building communities is what your brand can do for its users. The goal is to become the glue that connects like-minded individuals. Brands can achieve this by providing a platform that promotes conversations that resonate with individuals who make up their target audience. For instance, a decentralized alternative to social media platforms like Twitter and Facebook need to focus on content and conversations that appeal to an audience critical of censorship which prohibits free speech.