Z世代与Alpha世代品牌增长核心法则研究报告

Codes for growth withGen Z & Gen Alpha CONTENTS 1.NEW LEVELOF FANDOMUNLOCKED: WHYYOU SHOULD PAY 3.HOW FANDOMSMANIFESTTODAY: A SOCIALINFRASTRUCTURE. 4.HOW BRANDSSHOULD MOVEFORWARD WITHFANDOMS:PROVIDING 2.LAWSUNDERPINNINGFANDOM: ACCEPT THESETERMS ANDCONDITIONS? Fandom as a dominant force shapingmedia, commerce, and identity The shape and influence of fandoms is rapidlyevolving. No longer a matter of generalobsession or appreciation, fandom has becomeGen Z & Gen Alphas’ compass to explore identity,earn creatively and find belonging – all fueled by NEW LEVELOF FANDOMUNLOCKED Ninety-one percent of 18-25-year-olds say asingle pop culture “mainstream” no longer exists01.Without the institutions or linear life paths thatguided previous generations, fandoms are fillingthe gap.Half of Gen Z report their fandomshelp them make sense of the world02. And Eighty-six percent of Gen Z identify as fans03– navigating interest-based communities, andmicro-movements and shaping meaning throughthe things they care most about. Unlike previousgenerations, Gen Z & Gen Alpha build identityaround passions, not traditional demographics,with81% saying they prefer to be identified Fandoms have been around for decades.Even in marketing and business circlesthe topic and its importance to brandsis at least several years old,so why “Fandom is wildlydifferent today than itwas for me as a kid in the90’s because it’s so much Fandoms are literally pulling dollarstowards Community-Based Platforms Digital platforms now drive the majority ofmedia and entertainment revenue, rising from41% in 2014 to 62% in 202307. Brand marketingis following suit: WPP Media projects thatad revenue on creator platforms will surpasstraditional media for the first time in 2025. In fact,93% of brands plan to spend more on creatorsnext year08. The shift reflects a recognitionthat young people are moved by the interestsand people they already follow, not passive KRISTA DOYLEENTREPRENEUR, MARKETER& FANDOM EXPERT Which means it will take a lot more than justshowing up or sponsoring to win with youthculture fandoms; a wholly new approach isrequired. Today’s most effective brands aren’tchasing clout, they’re building infrastructure.Instead of treating fandom as a media buy,they’re creating systems that recognize, reward,and activate fan behavior in real time. Whether So while the term “fandom” may be familiar,the consumers and creators driving its culturalvelocity and evolution are just getting started.The influence fandoms wield and the importancethey hold for both young consumers andbrands is growing as Gen Z’s and Gen Alpha’sspending power and tech behaviors evolve. Inengagement signals, personalizing offers ordeveloping new products based on consumptionpatterns or partnering to tap into streaming andticketing data — the focus is on turning culturalheat into tangible, trackable business outcomes.More than ever, marketers need to understand Fandom doesn’t just shape self-constructs; itshapes the relationships between young peopleand forms vibrant global communities.Half ofyouth say they’re fans of something no onein their immediate circle follows, and73% And their commitment runs deep. While manyfandoms served as a makeshift classroom forhow to earn, learn, connect and speak newvernaculars during the COVID pandemic, they’vesince grown into much more. Despite today’s the role of fandom in the lives of youngconsumers, and how brands can participate Our workingdefinition: For young people, fandom isn’t justabout supporting a person or product— it’s a relationship. It evolves as fansinfluence each other and the culturearound what they love, constantlyshifting in shape and dynamics. Eachfandom, like a family, builds its ownnorms and roles for members. Fandom:A co-creative community built arounda shared passion – for a person, product, oridea – where people express identity, build LAWSUNDERPINNING Youth fandoms create as much popculture as they follow. Whether amassive franchise likeDeadpool &Wolverine, which hit #1 on YouTube’sTrends alongside four fan-madereaction videos, or a niche obsessionborn in a subreddit or TikTok, as was thecase with #EverythingShower, whichwas then co-opted by several Fortune Major creatorsare platforms& authoritiesnot gimmicksor corporatemegaphones Brands tappinginto Fandomsare implicitlysigning over somelevel of control Fandoms areparticipatory,meaning influenceis bidirectional Gen Z & GenAlpha seethemselvesas creators asmuch as theydo consumers 83% of Gen Z fans say theyknow their engagementshapes how creators andbrands develop content, 66% of Gen Z and Gen Alphareport spending more timewith fan-created content thanwith official content artists13 92% of consumers trustrecommendations frominfluencers more thantraditional advertisements or 64% of Gen Z describethemselves as videocontent creators10 EXAMPLE:When theGTA VItrailerdropped in late 2023, it wasn’tRockstar’s official account thatdominated the conversation, i