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Americans have a negative economic outlook, even as many feel their personal economic situation hasn’t changed
New ABC News/Washington Post/Ipsos polling finds the president’s approval has dropped
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Since the beginning of 2025, approval of President Trump’s handling of immigration has softened slightly
New ABC News/Washington Post/Ipsos polling finds Americans are divided on President Trump’s approach to immigration
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How fandom shapes future brand success
Fans and fan communities are powerful cultural forces, creating a host of new questions and opportunities for businesses. What the Future: Fandom shares how followers and fan experiences will influence brands’ current — and potential — customers.
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How the fandom revolution is changing the game for brand growth
From diehards to bandwagoners, nine in ten Americans consider themselves a fan of something. That raises a host of questions today and tomorrow for brands and companies to consider, says What the Future Editor Matt Carmichael.
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Shifts: How will fans move from consuming to influencing?
Ipsos Strategy3’s Matt Palmer explains how innovations and social expectations could transform fandom today and in the years to come.
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How livestreaming is shifting fan engagement in the attention economy
Livestreaming platforms have made it possible for fans to go from passive consumption to real-time connection. Rachel Delphin, CMO for Twitch, thinks that shift will shape the future of fandom.
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How fandom mashups can sharpen brands’ marketing playbooks
Ipsos Synthesio’s Jessica Barsky explains how savvy brands are using sophisticated listening tools to map cross-category fandoms — and create winning brand strategies.
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How sponsorships help brands tap into new audiences for the long game
With Americans naming cost as the #1 barrier to fandom, strategic sponsorships can create unique fan experiences and unlock access for wider audiences, says Molson Coors’ Ann Legan.
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How digital platforms will reshape brands’ roles in fan communities
Digital platforms are transforming how fans curate, connect, and find community. But they're also capable of driving IRL action and engagement, says Pinterest's Nadine Zylstra.
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Why value proposition testing can spark fan loyalty
If they want fans of their own, brands need to start with their value proposition, says Ipsos’ Aron Galonsky. Here’s how testing and refining your core message can unlock lasting customer loyalty.