By: David Altman, Ph.D. and Lauren Blackwell, M.Ed.

This blog is written for educators, organizational leaders, management consultants, community organizers, and others interested in innovative leadership and community-building. We wrote this—inspired by our own experiences at Taylor Swift concerts—to nudge people to have conversations and build deeper relationships around shared identities and values, whether at work, in local communities, or on larger platforms.

Taylor Swift is an acclaimed singer-songwriter, successful businesswoman, and cultural icon. She has a massive global fan base – nearly 300 million followers on Instagram and over 77 million followers on Facebook. Her followers and fans, commonly known as “Swifties,” are drawn to her because of her:

• musical genius
• raw authenticity
• willingness to share her personal narrative via compelling storytelling
• ability to establish deep emotional connections with fans
• commitment to be true to her values
• work ethic
• exceptional business acumen
• courage in confronting power be it among individuals or “industries”

Swifties are known for their dedication, enthusiasm, and participation in the fan community. They are also known for their positive influence on social media and their cultural impact on popular culture. Through the lens of behavioral science research, personal experiences, and the power of social media, the Swiftie community presents itself as a model for broader human connections. In a world increasingly marked by division, the Swiftie movement stands out as a beacon of hope, connection, love, and reciprocity. Taylor and the Swifties are on one side of a spectrum (e.g., acceptance, love, community, connection, shared power) while other types of leaders and followers are on another side of a spectrum (e.g., fear, division, conquering, better than, power over). A way to view this distinction is as connection energy vs. conflict energy.

By promoting a culture of inclusivity, kindness, and mutual support among her fans, she not only creates a dedicated fan base but also serves as a role model for how leaders can use their influence to create positive, lasting impact in the world. At a Taylor Swift concert, one can’t help but be swept away by the palpable and pervasive sense of community. Strangers make connections, and sometimes friendships emerge, united by a shared admiration for Taylor, her music, and her community of fans. But what is it about the Swiftie community that fosters such profound connectedness? And more importantly, what can we learn from this movement to bridge the many divides we face today across the world? [i]

The Power of Shared Identity

At the heart of the Swiftie community is shared identity. This concept is grounded in social identity theory (see work by Professors Tajfel and Billig) in which a significant part of our self-concept comes from the groups to which we belong. For Swifties, being a fan is more than just enjoying her music; it’s a profound part of who they are as human beings. This shared identity fosters a deep sense of belonging and unity, allowing fans to transcend substantial, individual differences. In broader society, we often see identity being used to divide rather than unite. Factors that can creative seemingly insurmountable barriers include:

• political affiliations
• cultural backgrounds
• social status

Self-construal theory by Professors Markus and Kitayama provides additional insight into how this shared identity within the Swiftie community operates. For many Swifties, their self-construal may lean towards an interdependent orientation in which their sense of self is deeply intertwined with their connection to the larger fan community. This interdependence fosters a collective identity in which individual members see themselves not just as isolated fans but as integral parts of a supportive, cohesive group. Swifties are known for making many “friendship bracelets” and giving them to fellow Swifties as a sign of shared identity. This sense of connectedness enhances the feeling of belonging and amplifies the power of the shared identity. In turn, it facilitates members transcending personal differences to unite under a common banner. In a world where individualism often dominates, the Swiftie movement exemplifies how interdependent self-construal can create a powerful force for unity and inclusivity. The Swiftie movement shows us that when people rally around a shared identity—whether it’s an experience, a community, a cause, or even a common goal—barriers that exist between identity groups can be softened and even dismantled.

Transcendent Identity and Cultural Intelligence

The Swiftie community is a global one, transcending nationalities, age cohorts, cultures, and languages. This global identity is a form of Transcendent Identity in which people identify with a larger, more inclusive group. In a world fractured by cultural and national divisions, fostering a transcendent identity can be a powerful tool for encouraging a sense of global citizenship in which people see themselves as part of a larger human family. In turn, this can help bridge cultural and national divides. When one finds themselves in unfamiliar surroundings, establishing connections with new individuals, it becomes a more comforting experience encountering a fellow Swiftie. There is an implicit understanding within this community that Swifties are not prone to hasty judgement. They provide a safe space for others, demonstrating empathy and exceptional listening skills. This shared bond can ease the discomfort of new environments, fostering a sense of belonging and mutual understanding. Developing cultural intelligence—our ability to relate and work effectively across cultures — can help individuals and organizations navigate and bridge these differences.

Social Penetration

Through the deep, reciprocal connections between Taylor Swift and her fans, the Swiftie movement exemplifies principles of Social Penetration Theory developed by Professors Altman and Taylor. Swift’s songwriting fosters intimacy as fans share personal experiences and form strong bonds. The community connects deeply to Taylor’s lyrics which in turn helps them connect with and thrive on reciprocity, with fans supporting each other in both shared fandom and broader personal struggles. The reciprocity is not just among fans but also between Swift and her audience, as she consistently acknowledges and interacts with fans, reinforcing a feeling of connection and mutual respect. The relationships among Swifties align with social penetration theory articulating layers of self-disclosure in which trust builds through mutual vulnerability. In a polarized world, the Swiftie community shows how emotional depth and mutual support can overcome divisions, creating an inclusive, empathetic model for leaders aiming to foster social cohesion. Taylor Swift’s personal, honest songwriting fosters deep emotional connections with her fans. Consistent with the process of self-disclosure in social penetration theory, Swifties believe that they “know” her because she shares intimate details about her life through her music. This personal connection mirrors the deeper layers of an onion in social penetration which relationships deepen as more authentic, private information is shared. This encourages fans to open up with each other about their own vulnerabilities, creating a cycle of shared experience and deeper intimacy within the community.

Collective Effervescence: The Power of Shared Experiences

Whether a Swiftie is walking into a Taylor Swift concert or watching the livestream on Instagram or TikTok, they immediately feel a surge of energy, an electric sense of unity and positivity. This phenomenon is what Professor Durkheim termed Collective Effervescence. It’s the feeling of being part of something larger than oneself, experienced in moments of shared rituals or communal activities. Whether Swifties are at a live concert or watching through a screen Collective Effervescence can be experienced during:

• synchronized singing
• shared excitement for surprise songs
• waving lights in unison
• the thrill of surprise guest performers
• anticipating a new album or Taylor’s Version re-recording announcement
• or the simple act of being present together in the moment.

Fostering shared experiences in-person and digitally can bridge social identity gaps that divide us. Likewise, research has shown that people can “catch” the emotions of others. Emotional contagion is the phenomenon in which one person’s emotions and related behaviors directly trigger similar emotions and behaviors in others (see work by Pizarro et al.). Such contagion is abundantly evident in the Swiftie community whether it be at a live concert or watching someone else’s reaction on social media.

Tending and Befriending

Professor S. Taylor’s “Tend and Befriend” theory provides valuable insights into the profound connectedness within the Swiftie community. In response to stress or challenges, people, particularly women, are inclined to seek out social bonds and nurture relationships as a form of coping. This behavior driven by the release of oxytocin, a hormone associated with bonding and caregiving, which could explain why Swifties, largely composed of young women, find such solace and strength in each other’s company. The communal experience at a Taylor Swift concert may act as a catalyst for these “tend and befriend” behaviors, reinforcing a collective sense of security, belonging, and support. It is understood amongst Swifties, that Taylor’s concerts are a safe space to be yourself, engage with others, and the friendliest strangers complimenting your outfit while waiting in line for the restroom. As the Swiftie community exemplifies, these bonds formed through shared experiences and mutual care have the potential to transcend individual differences, offering a model for how we might bridge broader societal divides. Through social modeling and diffusion processes, it might also spread through the entire Swiftie community.

Building Empathy and Generalized Reciprocity

Taylor Swift has a unique way of making her fans feel seen, heard, and valued. During her 3-hour, 15-minute, intermission-free Era’s concert, most fans sang every word of every song and were oblivious to much of what was happening around them. Not only did they sing her songs, but they also used their hands, arms, and facial expressions to embody and connect the lyrics to their own lived experiences. The verbal and non-verbal emotions expressed were powerful, moving, inspiring, and contagious. Taylor’s personal interactions with fans, whether through comments made at concerts, social media, or surprise meet-and-greets, build a deep sense of connection which in turn encourages a community of empathy and reciprocity. Acts of kindness—like trading friendship bracelets or supporting one another in online forums or at ticket lines—reinforce pro-social behaviors. This is consistent with the theories of generalized reciprocity (or “paying it forward”) in which people respond to positive actions with positive actions thereby creating a loop of goodwill. In broader society, cultivating empathy and reciprocity can help bridge divides by encouraging individuals to see and treat each other with compassion and understanding. Similarly, Professor Baker offers insights that further explain the thriving sense of community among Swifties. Unlike direct reciprocity, where there is a one-to-one exchange, generalized reciprocity involves helping others with the understanding that someone else will help you in return—though not necessarily the same person you helped. This principle is evident in the Swiftie community, where acts of kindness and support are widespread and done without any expectation of immediate return. Whether it’s offering concert tickets at face value to fellow fans or sharing emotional support on social media, the Swiftie community exemplifies a culture of generalized reciprocity. This creates a self-sustaining loop of positive interactions, where the kindness you receive today fuels your willingness to help others tomorrow. Generalized reciprocity is crucial in broader applications as well. In workplaces, communities, and social movements, fostering a culture of generalized reciprocity can help build trust and cooperation avoiding the feeling of transactional relationships. When people believe they can rely on their community, they are more likely to contribute to it, creating a virtuous cycle of mutual support.

Positive Social Norms

The Swiftie community is known for its positive social norms such as kindness, inclusivity, and support. These norms are not just accidental; they are cultivated and reinforced by the community’s values. This reflects Social Norms Theory, which suggests that people’s behavior is influenced by their perceptions of what is normal or acceptable within their group.

In broader society, promoting positive social norms can help shift collective behavior towards more inclusive and cooperative practices. Campaigns that highlight and reward positive behaviors—such as tolerance, respect, and collaboration—can create a culture where these behaviors become the norm.

Power of Awe

Research conducted by Professors Piff and colleagues focus on the emotion of awe and how experiencing awe, which is often described as a feeling of wonder and amazement in response to something vast or beyond one’s understanding, can influence social behavior and personal well-being. A Taylor Swift concert is awe-inspiring. A key finding from research is that experiencing awe can lead to a diminished sense of self-importance and a greater feeling of connection to others. This effect, often referred to as “small self,” can promote prosocial behavior, such as increased generosity, cooperation, and altruism. The idea is that awe shifts focus away from the self and towards the broader social collective, fostering a sense of interconnectedness and humility.

Deep Engagements

Another critical perspective comes from Professor Lejano who explores how people’s deep engagements with their community and environment foster a sense of belonging and responsibility. Lejano’s work emphasizes the importance of narrative engagement—the stories we tell ourselves about our place in the world and how these stories connect us to others and our environment. In the Swiftie community, narrative engagement is central. Swift’s music is rich with storytelling that resonates deeply with her fans. These stories become shared narratives that connect individuals to a larger collective experience often inciting quips that Swifties have never had a singular unique experience. This deep engagement extends beyond the music, as fans actively participate in creating and sustaining the Swiftie community through social media, fan art, and communal activities like trading friendship bracelets. Deep engagement with shared narratives can help bridge divides by creating common ground where individuals feel connected to both the community and the environment they inhabit. In a world where environmental concerns often divide communities, fostering narrative engagement that emphasizes shared responsibility, and collective action can help unite people around common goals.

Leadership Lessons from the Swiftie Movement

CCL’s Direction, Alignment, and Commitment (DAC) model views leadership as a social process that drives collective action toward shared outcomes. It emphasizes that leadership isn’t merely about individual authority. Rather, it is about creating conditions in which groups can thrive together. Taylor Swift, a cultural icon and leader along with her devoted Swiftie fan community exemplifies how leadership functions as a social process. While Swift’s personal leadership abilities are widely recognized, the true power of the Swiftie movement lies in the collective social process that fuels it.

The Swiftie movement is more than just a passionate fanbase—it’s a living example of how shared identity, experiences, and values can bring people together for a common purpose. In a fragmented world often marked by divisions, the Swifties highlight the human capacity for connection, mutual support, and positive emotional energy. Their success in creating a cohesive, thriving community mirrors the core tenets of the DAC model. Taylor Swift’s leadership sets the direction—a shared purpose through her music, storytelling, and values. Swifties achieve alignment through their collective efforts to support both Swift and one another, whether through social media, concert participation, or charitable actions. This alignment strengthens their commitment to a cause larger than themselves, forging a community rooted in love, loyalty, and shared joy that transcends into other communities and organizations.

Leadership, as demonstrated by the Swiftie movement, emerges when people rally around shared goals and identities. The resulting social cohesion, reflected in the DAC model, offers a template for how organizations, communities, and even global groups can navigate divisions. The Swiftie community demonstrates how unity, driven by shared narratives and small, everyday acts of kindness, can build trust and connection across boundaries. It provides a vision for how leaders can cultivate environments in which differences are celebrated, and shared purpose bridges gaps in understanding.

Call to Action

By fostering shared experiences that reinforce unity, empathy, and advocacy for inclusive policies and practices, we can build on the positive social norms that the Swifties embody. We recommend listening to a podcast on Taylor Swift that two of our CCL colleagues have produced: https://www.ccl.org/podcasts/lead-with-that-what-taylor-swift-can-teach-us-about-trust-influence-and-authenticity/. Leaders can and must create interpersonal connections and larger organizational and community cultures in which people feel a deep sense of belonging, mutual support, and commitment to shared goals. Here are some suggestions for creating your own “Swiftie-inspired” community. In part, we use Taylor Swift song titles, and in one case, the title of her current tour (Era’s), to convey our recommendations.

Reflect and Assess Like “The Archer”

Take a moment to evaluate your current leadership environment:

• What shared experiences currently exist in your organization or community?
• How inclusive are your current policies and practices?
• Where do you see opportunities for fostering greater empathy and mutual support?
• What more can you do to help bridge identity groups around common interest and aspirations?

Choose Your “Eras Tour”

Just as Taylor Swift’s Eras Tour celebrates different phases of her career, choose a few key areas where you and your colleagues want to make a significant impact. Draw on your past experiences to inform what you do in the future. Examples include:

• Deepening communication
• Promoting diversity and inclusion
• Fostering a culture of recognition and appreciation
• Building cross-functional connection and collaboration
• Strengthening community engagement

Craft Your “Fearless” Plan

• Craft a compelling narrative around your vision, much like Swift does with her music. Connecting your vision to the aspirations of your colleagues will increase the likelihood that the vision will become reality.
• Set a few concrete, achievable goals and identify a few specific actions you can take in the next month against these goals.
• Develop measures of progress and success (shorter- and longer-term). As you implement changes, document your journey. Share your successes, challenges, and lessons learned with your network or on professional platforms.

“You Belong with Me” — Build Your Swiftie-style Community

• Identify potential “superfans” within your organization or community who can help champion collective initiatives. Engage people early and often to build momentum for larger scale impact.

“Shake It Off”

• Don’t let perfectionism hold you back. Focus on “small wins” and incremental progress. Progress is rarely linear.

“Wildest Dreams” – Dream Big, Start Now

• Envision the positive impact these changes could have on your organization or community in the long term. Let this vision inspire the daily actions of you and your colleagues.

The Ultimate Challenge: Your “Folklore”

• Within the next 90 days, aim to create your own leadership “folklore”—an aspirational story of positive change that people in your team, organization, or community will be excited to be part.
• Just as every Swiftie contributes to the vibrant community Taylor Swift has cultivated, every action you take contributes to the culture you’re building.

Concluding Comments

The insights drawn from the Swiftie movement extend beyond fan culture. They offer real-world applications for leaders aiming to foster higher levels of inclusivity, belonging, and collaboration. As leaders and leadership collectives, it is imperative to make the effort to initiate conversations around shared identities and values through individual contexts. By connecting on shared experiences, we can create the conditions that will reinforce unity, expressions of empathy, and advocacy for inclusion, connection, and belonging. We believe that the positive social norms that the Swifties embody can be replicated on a broader scale. Leaders and leadership teams must create cultures where people feel a deep sense of belonging, mutual support, and commitment to shared goals.

Swifties are a reminder of the transformative power of social cohesion and leadership. In a time of increasing polarization, the Swiftie community—connected, supportive, and reciprocal—illuminates a path toward building a world that reflects these values. By applying the principles of DAC, leaders can foster a more inclusive and unified society, one that embraces our common humanity and bridges divisions with empathy and purpose.

David Altman is an accomplished executive and researcher with over 25 years of experience in leadership development, community development, evaluation research, and public health. He is the Center for Creative Leadership’s Executive Advisor and a member of the executive team. Throughout his tenure at CCL, David has held various leadership roles, including Chief Operating Officer and Executive Vice President, overseeing global operations and research. With a Ph.D. in Social Ecology, he previously held academic positions at Wake Forest and Stanford Universities. He has directed multiple programs for the Robert Wood Johnson Foundation and continues to contribute to academia as an Adjunct Professor. His commitment to social causes is exemplified by his selection for the W.K. Kellogg Foundation National Leadership Program and his cross-country bicycle ride to raise awareness for hunger relief.

Lauren Blackwell is a seasoned Product Manager with over 10 years of experience in educational technology, specializing in developing innovative online learning solutions. At the Center for Creative Leadership, she leads strategy development and execution for digital courses, overseeing product lifecycles and collaborating across teams. With a Master’s in Educational Technology and Instructional Design, Lauren combines her expertise in digital design, curriculum development, and market analysis to create impactful learning experiences that meet evolving needs of learners and organizations.

Learn More About the Theories Referenced

Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. Holt, Rinehart & Winston.

Baker, W. (2020). All you have to do is ask: How to master the most important skill for success. Currency.

Billig, M., & Tajfel, H. (1973). Social categorization and similarity in inter-group behavior. European Journal of Social Psychology, 3, 27–52. https://psycnet.apa.org/doi/10.1002/ejsp.2420030103

Center for Creative Leadership (2024). Summary of leadership Direction, Alignment, Commitment leadership model. https://www.ccl.org/articles/leading-effectively-articles/make-leadership-happen-with-dac-framework/

Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178. https://doi.org/10.2307/2092623

Hogg, M. A., & Williams, K. D. (2000). From I to we: Social identity and the collective self. Group Dynamics: Theory, Research, and Practice, 4(1), 81-97. https://doi.org/10.1037/1089-2699.4.1.81

Lapinski, M. K., & Rimal, R. N. (2005). An explication of social norms. In R. A. Reynolds & G. J. Shen (Eds.), Communication and social influence processes (pp. 127-147). Lawrence Erlbaum Associates.

Lejano, R. P. (2023). Caring, empathy, and the commons: A relational theory of collective action. Cambridge University Press. https://doi.org/10.1017/9781009003353

Markus, H. R., & Kitayama, S. (1994). A collective fear of the collective: Implications for selves and theories of selves. In S. Kitayama & H. R. Markus (Eds.), Emotion and culture: Empirical studies of mutual influence (pp. 297-333). American Psychological Association. https://doi.org/10.1177/0146167294205013

McCauley, C. D., & Fick-Cooper, D. (2015). Direction, alignment, commitment: Achieving better results through leadership. Center for Creative Leadership. https://www.ccl.org/articles/leading-effectively-articles/direction-alignment-commitment-the-dac-framework/

Piff, P. K., Dietze, P., Feinberg, M., Stancato, D. M., & Keltner, D. (2015). Awe, the small self, and prosocial behavior. Journal of Personality and Social Psychology, 108(6), 883-899. https://doi.org/10.1037/pspi0000018

Pizarro, J. J., Zumeta, L. N., Bouchat, P., Włodarczyk, A., Rimé, B., & Basabe, N. (2022). Emotional processes, collective behavior, and social movements: A meta-analytic review of collective effervescence outcomes during collective gatherings and demonstrations. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.974683

Taylor, S.E., Klein, L.C., Lewis, B.P., Gruenewald, T.L., Gurung, R.A.R., & Updegraff, J.A. (2000). Biobehavioral responses to stress in females: Tend-and-befriend, not fight-or-flight. Psychological Review 107(3), 411-429. https://doi.org/10.1037/0033-295X.107.3.411

^[i] The authors have attended Taylor Swift’s record-breaking Eras Tour (David Altman [DA] in Warsaw, Poland and Lauren Blackwell [LB] in Atlanta, GA and Miami, FL). LB considers herself a day-one Swiftie and given our similar age have always felt a strong connection to Swift. I spent most of my junior year in high school listening to Swift’s Debut (2006) album on repeat on my iPod Nano. Swift’s ability to describe exciting, complex, and confusing feelings that mirrored my own created a palpable connection that has only intensified with each new Taylor era. I used to think she had to be watching me but have since realized my own singular-experiences were not that different than others. During my first semester college, I was slow to find new friends and was contemplating not returning after winter break. I was homesick and lonely. However, the anticipation and excitement of the release of Taylor’s second album, Fearless (2008), found me playing to the original album often and loud enough for my dormmates to hear. This quickly turned into new friends stopping for introductions but most importantly to share in the excitement. I met a new friend, Rachel, and we coordinated an official dorm listening party for the November release date. It was truly a magical night, like the Taylor Swift dance parties that became popular as The Eras Tour began. There were so many students who showed up alone but left making new connections and friendships. Rachel and I are still best friends and have been a constant for each other over our personal eras. We even had the fortune of teaching at the same high school from 2016-2019. We saw The Eras Tour together in Atlanta, GA in April 2023. Being Swifties is a shared identity that brought us together as friends and continues to be an “invisible string” that keeps us close as our lives evolve.

In Warsaw, Poland on a morning in August 2024, DA (and his wife) realized that the StubHub ticket he had might be problematic because one letter in his first name was incorrect. This could prevent him from entering the arena. When they arrived at the venue 10 hours before the concert started, there were thousands of Swifties in line, connecting across identity groups, making friendship bracelets, purchasing merchandise, listening to music, finalizing outfits, and applying makeup. There was also a “Clearing Line” that had over a hundred people waiting. When DA asked an English-speaking person about the line, she noted that it was the line to address potentially problematic tickets. She told us several horror stories in previous concerts about people not being allowed to enter the arena because names on tickets did not match official ID’s. She offered her help, no questions asked. When we thanked her, she said, “This is what Swifties do. We help others.” She told us the process, suggested phone calls we could make, and assured us that all would be OK. A young man from Italy heard us and sought help. While his English was good, he didn’t think it was. The Swifties jumped into action and helped him solve his ticket issue by using their phone to clear up ticket issues and then to help him when he spoke to a person at the venue to confirm the validity of his ticket. Help such as this must have occurred thousands of times with thousands of people throughout the day. It lifted the spirits of DA and his wife and reinforced to us how powerful human connections can be.