For example, Spotify, a company that lets you listen to music, says that its mission is “to unlock the potential of human creativity.” Dropbox, which lets you upload files and stuff, says its purpose is “to unleash the world’s creative energy by designing a more enlightened way of working.”

“Our concept is ‘Come for a month, stay for life,’ ” Sita said.

Witness taco pop-ups promoting internet phone service; talk-therapy circles sponsored by a women’s activewear brand; cocktails served up by the payroll-software giant ADP. Billed as community-building programming, the events can feel more like exercises in targeted advertising, with members as the marks.

Neumann describes WeWork as a “capitalist kibbutz.”