More than half of Australian identify as fans and one-third believe such a state has significant impact on their style, decisions and identity. And it's also driving revenue, with one in five Australians spending more than $500 annually on fan-related purchases.

According to the new Snack Drawer report, 'Fandomination! A Brand Growth Playbook in a Culture-Driven World'. 57% of Australians identify as fans, with 32% indicating that fandom significantly influences their identity, style, and daily decisions. The influence of fandom is particularly pronounced among Gen Z, with 75% reporting that it affects their identity, style, and daily decisions.

The report suggests that fandoms are a potent force for brands seeking cultural relevance. It claims that 70% of media investment is wasted on fleeting attention, whereas engaging with fandoms can provide more sustained engagement. However, the report also notes that 66% of Australians believe brands should engage with fandoms, yet 20% have ceased supporting a brand for exploiting a fandom.

The report draws on insights from a YouGov survey of 2,000 Australians, aiming to explore the influence of fandom on brand engagement and growth.

Off the back of the results, Snack Drawer has pitched the 'Fandom Tornado' model categorising fan behaviour into five tiers that range from passive observers to those for whom fandom is a core part of their identity.

The report found fandom engagement is widespread, with 75% of fans participating on social media and over 50% engaging through personal style and online communities. Fandom spans various categories, including 76% in entertainment, 48% in sports, 38% in food, 38% in tech, 35% in fashion and beauty, 29% in cars and lifestyle, and 28% in consumer goods.

"Fandoms aren't a niche, private pursuit anymore - they are culture," Hannah McElhinney, Chief Creator and Co-Founder at Snack Drawer, stated. "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."

McElhinney described fandoms as "living ecosystems, bound together by a shared passion for a creator, brand or cultural property."

"What sets fans apart from passive consumers is their deep emotional investment; they engage, connect, and build community, even in the absence of new content or brand involvement. Sneakerheads don't need Nike's permission to gather and Swifties don't wait for an album drop to obsess and connect."

Jamie Searle, CEO and Co-Founder of Snack Drawer, commented, "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."