Written by: Vickie Sullivan | February 13, 2025
Lessons in Building Engaged Communities from Saudi Arabia
Big visions are inspiring. But without the right strategy, they can crumble under their own weight. During my trip to Saudi Arabia, I saw firsthand how the Ministry of Culture turns an ambitious goal—enhancing quality of life—into thriving, engaged communities.
The Ministry believes that stronger community and social connections lead to a better quality of life. Their approach? Hobbies. To support this, focused on building engaged communities. They created an online platform featuring 291 activities, from arts to adventure. Participants choose a hobby, explore a variety of classes, and—most importantly—get matched with others who share their interests.
This system goes beyond sharing knowledge and expertise. It’s a masterclass in building engaged communities—ones rooted in shared passions, where friendships form naturally and people feel a sense of belonging. It makes it easy to start new friendships, using what is already there (passion for a hobby) and amplifying it with support.
This is how you take a substantial goal—improving quality of life—and implement it through a comprehensive system of small steps.
Now, think about your clients and communities. What small but impactful steps can you take to build engaged communities? How can you create spaces—virtual or physical—where people connect over shared interests? AI and the internet provide limitless tools, so access isn’t the challenge. The real opportunity lies in harnessing existing passions to bring people together.
Many people use knowledge and encouragement to build engaged communities, which is fair enough. The next level is to create an ecosystem that builds on what people yearn for. Those who build engaged communities—where people connect over what they love—will rise above the noise of generic content.
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