By Anthony Abou-Zeid Managing Partner, as originally featured in Creativebrief
Fandoms aren’t new. In fact, they are older than all of us but like pretty much every trend that comes around, they have existed in a simpler form for decades. One of the earlier and most popular forms of fandom will have been trainspotters: a clan of enthusiasts connected by their hobby and communicating with each other through magazines, newsletters and meet ups. A niche group for fans only, but one with a shared interest that united them through a single, unifying interest.
Once, fandoms existed for people to find and connect with their tribe, where they may have felt otherwise isolated. See also: science fiction, unusual corners of literature, very obscure music tastes. But as with every aspect of life, today the rise of the internet has made it far easier, quicker and cheaper to connect people the world over.
And crucially in 2025 what it also presents is a safe space in the vastness of the world wide web where young people in particular can escape the judgy, scary, unchecked world of social media and instead find sanctuary in a space where they can be themselves, comforted by the knowledge they can wallow in the things they love – be it gothic rock, Boeing 747s or ant farming – without judgement.
In fact, a survey by youth research firm SuperAwesome in 2024 showed 56% of kids globally engaged with their fandoms daily, with 55% of Gen Alpha saying their top fandom has “an enormous influence on their everyday life”.
Fandoms are to Generation Alpha what MySpace was to Millennials, namely, a natural way to engage with their peers online, and they spend a lot of time doing so. And the good news for marketers is that 20 years on from those heady days of dial-up-driven socialising, there are now untold opportunities for brands to exist in these same communities to a mutually beneficial end.
“Fandoms are to Generation Alpha what MySpace was to Millennials.”
Anthony Abou-Zeid, Managing Partner, Clients, The Kite Factory
However, that shouldn’t represent permission to barrel in and invade these sacred spaces, nor to lurk in a creepy, self-serving manner. No, treading carefully is key. These fandoms are incredibly important to their members, so invade them with clunky or tone-deaf content and the damage will be far greater than any potential gains.
We know from extensive research into this demographic that brands can build loyalty through emotional connection, tapping into the 10 emotional needs of the Empathy Framework, which views emotions as constructed responses shaped by beliefs, experiences and cultural narratives. In short, if a brand can meet an emotional need – be it autonomy, connection, security, play, peace or meaning and purpose – they can forge a deeper and longer-term connection with that individual.
So how can brands co-exist in fandoms in a smart way that is ultimately effective in connecting with the consumers of tomorrow?
Have an active interest in their world
Everyone wants to be heard but no one more so than Gen Alpha who are growing up in that strange contradictory world that offers endless opportunities to speak but with far too much noise to be heard. Join the conversation but tread carefully. Authenticity is key here, with this generation both craving it and being very skilled at identifying its absence.
Align your messaging with the values of the fandom and remain sincere. Lean into the conversation but absolutely don’t be the loudest voice in the room.
Align yourself with the right fandoms
Respect the environment. These places are borne entirely out of love for one specific area, and that should be respected. It goes without saying that fans of music are not fans of all music, same with sport, food, literature and so on. Ensure you can identify a clear link with the fandoms in which you choose to have a presence – the fastest way being by having an existing consumer base within that group coupled with sound foundational insight.
Once there, put them first. Create content, not ads. Create and encourage fan-centric content and share it widely, celebrating creativity and passion. Authenticity and relevance are paramount.
Nurture the community
The world is crying out for a greater reliance on community, both in real life and virtually. The sense of belonging, shared purpose and looking out for each other is what Gen Alphas are seeking so go out there and foster community and engagement, encouraging interaction and collaboration of shared passions and interests.
Empathising with fans’ world view, motivations and need states means brands can elevate the experience, creating the space for genuine interaction that is meaningful. Badge at your peril. Advertisers need to be comfortable with long term involvement, adapting to community needs while remaining a consistent presence.
Add value to the fandom
Not trying to pigeon hole great swathes of a demographic is taught on day one at marketing school, but with fandoms, you have a free pass to do just that. These people have gathered in one place all in pursuit of a singular interest, so why not take advantage of that.
Lay on events and experiences, competitions and partnerships, all hooked around whatever the passion point is. By creating value beyond simply purchasing your product, brands can foster a deeper emotional connection in this young and important audience.
Aim to get something back
Finally, if you have carefully and successfully executed the strategy above you should be in a position to get something back – in the nicest possible way. Once you have built a genuine connection, encourage members to connect with your brand on other sites, such as social media. Find ways to get them to talk about your brand, sharing their own content in a way that combines your own brand and also fits with the theme of the fandom.
Fandoms aren’t new. But the way they operate is. And Generation Alpha are peak fandom members. They are not trying to be cool or deny what they really feel about different things, be it culture, fashion or lifestyle choices, and that’s an attitude that should be celebrated. So get out there, immerse yourself (well) into their world and kick off a long term connection with the next generation of decision makers.