During AVANTGARDE Voices UK on May 14^th 2024 our panel discussed how the relationship a brand builds with like-minded peers can be just as crucial as the connections it forms with its audience. This strategy, known as friendshoring, emphasises nurturing friendships with brands and creators that share similar values and visions. Friendshoring is transforming the marketing landscape by fostering authentic partnerships that resonate with consumers and drive engagement.

In an age where consumers are increasingly interested in the authenticity and the backstory behind brands, friendshoring offers a golden opportunity to emphasise transparency. By highlighting partnerships with like-minded companies, brands can build trust and loyalty. For instance, the collaboration between Tremaine Emory and Kim Jones for Dior Tears wasn't just another industry deal. Emory described it as "two peers seeing each other, two creatives making stuff at their own pace and then supporting each other." This narrative of genuine friendship and creative synergy appeals to consumers who value authenticity over manufactured relationships.

Friendshoring also allows companies to target specific consumer segments more effectively by partnering with creators or brands that cater to similar audiences. This strategic alignment can lead to more engaging and impactful marketing campaigns. Take the unexpected yet successful collaboration between Pringles and The Caviar Co.What began as a private event collaboration quickly went viral, demonstrating the power of targeting a niche yet enthusiastic audience. The partnership turned into a reality for both communities, showing that when brands seek soulmates rather than just partners, they can create buzz and excitement that resonates deeply with their audience.

As the market continues to evolve, the importance of these authentic connections will only grow. Brands that embrace friendshoring will likely find themselves at the forefront of a new era in marketing—one where trust, transparency, and shared values define success. In this landscape, nurturing your friendships with like-minded brands and creators will be essential. After all, in the world of friendshoring, your community of peers matters just as much as your community of fans.