MELBOURNE, AUSTRALIA – Fandom is now front and centre in culture, and brands ignoring it do so at their peril according to the latest report by Snack Drawer. “Fandomination!: A Brand Growth Playbook in a Culture-Driven World,” uncovers how fandoms have gone from niche obsession to mainstream force, rewriting the rules of consumer behaviour in 2025.
Based on a nationally representative survey of 2,000 Australians, the report reveals a seismic cultural shift: three in five Australians now identify as fans, with 32% saying their fandom is a key part of who they are. For Gen Z, that number soars to 75%, proving what many brands are only just beginning to realize that fandom isn’t a sideshow. It is the main event.
“Fandoms aren’t a niche, private pursuit anymore – they are culture,” says Hannah McElhinney, Chief Creator and Co-Founder at Snack Drawer. “Brands that invest in building and sustaining the fandoms around their brand will win against the tide of attention decay, deepen their engagement and see an uptick in spend, while brands that continue to push content one-dimensionally will be left shouting into the void.”
Snack Drawer’s findings suggest fandom is now a rich, multi-dimensional ecosystem, with fans engaging beyond the product by way of sharing memes, styling their looks, joining communities, and yes, even critiquing the brands they love. In fact, 60% of fans say they’ve critiqued a brand while still remaining loyal – a phenomenon Snack Drawer calls the “Loyalty Paradox.”
This isn’t just about hearts and shares. It’s about dollars. One in five Australians spends more than $500 annually on fandom-related purchases, and nearly half of Gen Z say they’ll buy from a beloved brand even if they don’t actually need the product.
And fandoms are not limited to pop culture. Australians are identifying as fans across a wide spectrum:
- 76% for entertainment
- 48% for sports
- 38% for both food and tech
- 35% for fashion and beauty
- 29% for cars and lifestyle
- 28% for consumer goods
At the centre of the report is Snack Drawer’s proprietary Fandom Tornado, a strategic model that maps the tiers of fandom – from casual observers to hardcore loyalists who create fan art, launch subreddits, and keep the conversation alive with or without brand input.
However, participation comes with responsibility. While 66% of Australians believe brands should get involved in fandoms, authenticity is key – 20% have boycotted a brand they felt was exploiting their fandom for profit.
Jamie Searle, CEO and Co-Founder of Snack Drawer, says fandoms are the future of brand-building, and the brands that get it right will own the next decade. “Fandom is identity, belonging and emotional investment – everything brands need but can’t achieve through advertising alone. As media fragments and audiences scatter, fandom gives brands a way to anchor themselves to something meaningful – a shared passion people rally behind. Fandom gives brands across all industries a new path to relevance and loyalty. Brands that nurture fandoms now will earn loyalty that lasts far beyond the next campaign cycle.”
To download the full report or explore the Fandom Tornado model, visit snackdrawer.com.
