Being a fan is in our nature
Fandoms facilitate escapism and give us enjoyment. Fandoms also empower us, help us forge identities, and allow us to build a sense of belonging.
Fandom is more fluid than ever
Fandoms have evolved. Fans are defying dated stereotypes and throwing out the rulebooks. We are empowered to pursue all our passions, and show our passion in ways that enrich our lives.
Brands can be a part of the hype
Brands can contribute to fandoms in positive ways as long as it is executed with integrity, authenticity, and relevance—even without direct connection to the content, topic, or genre.