Looking for....hmm....well, a cool sounding group name would be a draw, but lately I've been wishing there were more people in groups for some of the higher level challenges like the whirlpool and the tiki totem thing up on the cliff *no idea what it's called, a gauntlet of some sort*. Not that I wouldn't help out with lower level stuff too of course.
Other than that, maybe a guild where they have an exchange in zomg drops and recepies, if such a place exists.