How fandom shapes future brand success

“Fandom is where I live,” said a teenage What the Future reader. That’s likely not an exaggeration. Fans binge shows and books and immerse themselves in fan fiction and related Discord channels and livestreams.

This is good news for brands, because younger consumers are notoriously hard to reach and younger fans are more than twice as likely to say they are more likely to buy products or services from sponsors of things they are fans of.

What the Future: Fandom dives into how fans and their communities are evolving as powerful cultural arteries and the questions they create for businesses. How do you find fandoms that will resonate with your current and potential customers? How can your brand make the fan experience better and not just for your brand? How can you help grow the fan pipeline for the communities your brand takes part in?

Explore our expert interviews and new data on the shifting attitudes and expectations of fans across demographics. From sponsoring emerging sports and athletes to livestreamers to engaging digital fan communities, read on to learn how to support fans’ passions and win their loyalty to your brand.

Register for our May 22 webinar now

For full results, please refer to the annotated questionnaire or the Ipsos What the Future: Fandom Survey data tables

Letter from the Editor

Shifts

Interviews & Features