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Why We Join: How We Make Sense of the World Through the Groups that Define Us
Ironically, our individuality is the sum of our memberships. These are carefully curated and surprisingly random. The groups we join and belong to reveal much about ourselves.
Swystun employs pop culture to examine the loneliness epidemic, modern tribalism, the third-place concept, misplaced nostalgia, and our anti-social century. Why We Join relates these topics to art, literature, fashion, festivals, dance, film, television, and ways of living. This relatable treatment references SNL to The Simpsons, comedians to essayists, while profiling real people who start, join and belong to groups.
The book draws on deep thinkers like cultural psychologist Michael Morris and evolutionary anthropologist David R. Samson, along with Sebastian Junger and Seth Godin. It profiles clubs and communities that are humorous, entertaining and motivating. Festival fans and fad chasers are shared along with running clubs and recreational vehicle clan culture.
Swystun examines cults, toy voyagers, cosplay fanatics, doomsday communities, Swifties and Cumberbitches, fraternal orders, and re-enactment societies. The rise of pricey private clubs is explained as is Toastmasters, Mensa, and sports fan behavior. If you wish you can join The Cookie Cutter Club, Guild of Puppetry, and the Outdoor Co-ed Topless Pulp Fiction Appreciation Society.
There is good news to be found in an increasingly lonely and polarized world. The social glue may have weakened, and communities grown unstuck but the opportunity to join, connect and thrive are limitless and so are the benefits.
Swystun employs pop culture to examine the loneliness epidemic, modern tribalism, the third-place concept, misplaced nostalgia, and our anti-social century. Why We Join relates these topics to art, literature, fashion, festivals, dance, film, television, and ways of living. This relatable treatment references SNL to The Simpsons, comedians to essayists, while profiling real people who start, join and belong to groups.
The book draws on deep thinkers like cultural psychologist Michael Morris and evolutionary anthropologist David R. Samson, along with Sebastian Junger and Seth Godin. It profiles clubs and communities that are humorous, entertaining and motivating. Festival fans and fad chasers are shared along with running clubs and recreational vehicle clan culture.
Swystun examines cults, toy voyagers, cosplay fanatics, doomsday communities, Swifties and Cumberbitches, fraternal orders, and re-enactment societies. The rise of pricey private clubs is explained as is Toastmasters, Mensa, and sports fan behavior. If you wish you can join The Cookie Cutter Club, Guild of Puppetry, and the Outdoor Co-ed Topless Pulp Fiction Appreciation Society.
There is good news to be found in an increasingly lonely and polarized world. The social glue may have weakened, and communities grown unstuck but the opportunity to join, connect and thrive are limitless and so are the benefits.
255 pages, Kindle Edition
Published February 10, 2025
About the author
Jeff Swystun
29 books13 followersA Madison Avenue veteran, Jeff is a marketer, writer, and ghostwriter. He is an expert writer in nonfiction business and aspiring novelist. Jeff recently published, TV Dinners Unboxed: The Hot History of Frozen Meals, that is entertaining pop and food culture history. Why Marketing Works, topped the advertising and marketing categories on Amazon.
A prolific speaker, he has appeared at scores of conferences while global media outlets feature Jeff for his communications expertise. He is signed with Gotham Ghostwriters. Jeff welcomes writing projects and conversations about writing.
Jeff is quoted in several marketing books, over 100 publications including The Wall Street Journal, Newsweek, Advertising Age, and Rolling Stone. CNBC, Nightly Business Report, BNN, NBC, CNN, CTV, CBC and the BBC have featured Jeff.
A prolific speaker, he has appeared at scores of conferences while global media outlets feature Jeff for his communications expertise. He is signed with Gotham Ghostwriters. Jeff welcomes writing projects and conversations about writing.
Jeff is quoted in several marketing books, over 100 publications including The Wall Street Journal, Newsweek, Advertising Age, and Rolling Stone. CNBC, Nightly Business Report, BNN, NBC, CNN, CTV, CBC and the BBC have featured Jeff.
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