奥美：2025粉丝浪潮：Z世代与Alpha世代的增长密码研究报告（英文版）（31页）.pdf

1、Fandom FluxCodes for growth with Gen Z&Gen Alpha1.NEW LEVEL OF FANDOM UNLOCKED:WHY YOU SHOULD PAY ATTENTION NOW.3.HOW FANDOMS MANIFEST TODAY:A SOCIAL INFRASTRUCTURE.2.LAWS UNDERPINNING FANDOM:DO YOU ACCEPT THESE TERMS AND CONDITIONS?4.HOW BRANDS SHOULD MOVE FORWARD WITH FANDOMS:PROVIDING EXPERIE

2、NCES,ACCESS,AND BELONGING.CONTENTSNEW LEVEL OF FANDOM UNLOCKEDFandoms have been around for decades.Even in marketing and business circles the topic and its importance to brands is at least several years old,so why should you pay attention now?1.Fandom as a dominant force shaping media,commerce,and i

3、dentityThe shape and influence of fandoms is rapidly evolving.No longer a matter of general obsession or appreciation,fandom has become Gen Z&Gen Alphas compass to explore identity,earn creatively and find belonging all fueled by the latest wave of social tech and creator tools.Ninety-one percen

4、t of 18-25-year-olds say a single pop culture“mainstream”no longer exists01.Without the institutions or linear life paths that guided previous generations,fandoms are filling the gap.Half of Gen Z report their fandoms help them make sense of the world02.And Gen Alpha is the first generation to exper

5、ience fandom as an act of creation rather than consumption.Eighty-six percent of Gen Z identify as fans03 navigating interest-based communities and micro-movements and shaping meaning through things they care most about.Unlike previous generations,Gen Z&Gen Alpha build identity around passions,n

6、ot traditional demographics,with81%saying they prefer to be identified by their interests04,interests that evolve in fandoms around things like films,sports,fashion,and music,and increasingly,niche internet culture.Fandoms are literally pulling dollars towards Community-Based Platforms Digital platf