Fandom is no longer niche. It’s a mainstream phenomenon that will challenge everything you’ve been taught about brand building, making it marketing’s next big opportunity.

At Snack Drawer, we’ve been cooking up something special: Fandomination!, our brand-new research report dropping this May. Powered by fresh data from a nationally representative YouGov survey of over 2000 Australian consumers, this report unpacks the rise of fandoms – how they behave, how they spread, and how brands can tap into their power to stay relevant in an age of shrinking attention spans.

From superheroes to sponges, TV shows to toilet paper - every industry has something to gain from the fandom effect. This report is your roadmap.