Fans These Days

The new dynamics of devotion.

1. Fans impact economies.

We find ourselves in an era where individual identities are increasingly shaped by the brands we embrace, the music we enjoy, the movies we watch, and the games we play. Our consumption choices are integral to our sense of self, leading to a heightened willingness to invest in experiences and products that hold significant economic potential. Take "Swiftonomics," for example—cities and even countries, like Singapore, have recognized that passionate fan bases can dramatically boost local economies, with studies showing that such events can rival the economic impact of hosting a Super Bowl. Not to mention the impact on the brands both officially and unofficially affiliated with Taylor Swift - the NFL hit a new peak of viewership since she has been attending games. Meanwhile, exclusive experiences like the Wayne Enterprise Experiences cater to ultra-wealthy fans eager to immerse themselves in their favorite narratives, such as Batman and Bruce Wayne, often paying a premium to embody the essence of the character or lifestyle. This intense willingness to spend underscores the immense value in engaging with microtribes—those niche communities that not only share common interests but also wield the economic power to transform local markets (more on these microtribes later in our newsletter). We’ve waxed poetic on how certain IPs and licenses scratch that nostalgic or of-the-moment itch and have the power to generate cross-pollinated excitement, but the secret sauce lies within operational optimization (read: staying nimble and quick) and keeping a finger on the cultural pulse (luckily, we can help you with this one).

2. Fans are fickle.

Fan culture can be a double-edged sword, transforming passion into toxicity at a moment’s notice. The recent tragedy surrounding Liam Payne exemplifies how fandom can "eat its own”—when fans' expectations aren’t met, they can turn quickly. Social media intensified this dynamic, giving fans an unprecedented sense of intimacy. This illusion of closeness informalizes a once aspirational relationship, making celebrities seem more like peers, especially now that anyone with a following can be classified as a celebrity. The relentless spotlight can drive even the most resilient celebrity to seek refuge in unhealthy habits like alcohol and drugs. Adoring fans can easily be weaponized, undermining the mental health of those they idolize. Self-worth becomes intricately tied to fan approval, creating a precarious balance where celebrities feel compelled to meet the ever-changing standards of their audiences. Just take DWTS’s Gleb and Brooks’ break-up as the most recent proof. With fans switching overnight from the adoration and positivity of “couple goals” to the suspicion and distrust of “how could you pull a PR stunt on me?”  Brands choosing influencers and endorsers will have to navigate this complex relationship by fostering healthier connections, encouraging positive engagement, and setting realistic expectations.

3. Fans need boundaries.

In a cultural climate where boundaries are indiscriminately blurred, artists like Chappell Roan are making bold statements about the need for personal autonomy and privacy. Roan, who deliberately avoids using her real name and asks fans to do the same, is vocal about her mental health needs and the importance of setting boundaries in her relationship with fans. This refreshing honesty is resonating with many, marking a potential turning point in how stars navigate their interactions with their audiences. This comes in stark contrast with the pop stars of the early aughts, who were subject to the same fan culture but were unable to open up, change, and challenge boundaries the way the 2020s pop stars can. As the loneliness crisis continues to fuel stan culture, the dynamic between celebrities and their fans can often devolve into a one-sided relationship, where fans inappropriately derive comfort and security from public figures. However, Roan’s insistence that she doesn’t owe her fans anything challenges this notion, inviting a conversation about how much of themselves celebrities have to sacrifice for success. This shift towards boundary-setting suggests perhaps stars can maintain their privacy and sense of self,  while still engaging with their audience in a healthy way, arguably better for both. The trend of adopting stage names and preserving aspects of a personal life may be the key. We expect more celebrities to assert their need for privacy, which will change business models, engagement channels, and branding opportunities. Strategize what this means for your brand or business. 

4. Fans have high standards. 

It's not news that consumers want integrity in the brands they interact with, particularly in industries fueled by passionate fan bases. Formula 1, with its strong legacy and burgeoning attention, is a prime example. The Brad Pitt-led F1 movie currently being filmed illustrates what happens when a brand or cultural entity misses the mark in authenticity. The core issue? Pitt lacks a legitimate connection to the sport and the community that rallies around it, emphasizing how important it is to find brand ambassadors, partners, or collaborators who not only align with but embody a brand’s ethos. Good brand partnerships hinge on the alignment with niche communities that that brand’s personality and appeal genuinely reflect. Take Sandy Liang, whose “downtown girl” aesthetic blends city cool with an unexpected homage to the comforts of home life. Liang’s personal admiration of Ina Garten resonates with other city girls who appreciate merging city-girl life with a nostalgia for domesticity (with merch to boot, of course). Eschewing branding fundamentals, successful partnerships and ambassador choices are not about opting for the biggest name, but the right name. Choosing the relevant face for your brand can unlock access to these coveted microtribes (told you we'd be back to this), and in turn build brand trust and potentially, enduring loyalty. Dare we say the conventional branding playbook is not in play anymore; nowadays, brands are built on personality, connectivity, and cultural clout, and it’s all about finding the right connections, that people believe and trust, to bolster your 'brandmosphere.’