From Fandom to Fundom: transforming brand engagement

As a brand strategist focused on future-proofing strategies for outdoor and sports brands, it’s essential to understand this transformation and harness its potential to build stronger, more resilient brand communities.

The evolution from Fandom to Fundom

The From Fandom to Fundom trend represents a seismic shift in consumer behavior, particularly in how they relate to brands. According to the NXT Nordic Outdoor Consumer Report 2024, 31% of consumers now desire more opportunities for active engagement and co-creation with their favorite brands. This statistic highlights a growing demand for deeper, more meaningful interactions—consumers want to be part of the action, not just onlookers.

This shift is particularly pronounced among younger demographics, such as Gen-Z, who are leading the charge toward more immersive brand experiences. The report reveals that 64% of Gen-Z consumers are more likely to support brands that offer them meaningful experiences rather than just products. This is a clear indication that the days of passive fandom are fading, giving way to a new era where consumers want to be co-creators, contributors, and advocates within the brand ecosystem.

Strategic implications for brands

For brands in the sport and outdoor industry, the implications of this trend are important. The move from fandom to fundom is not just a change in consumer preference; it’s a call to action for brands to rethink how they engage, entertain, and empower their audiences.

1. Creating platforms for co-creation: To thrive in the Fundom era, brands must move beyond traditional marketing tactics and create platforms that allow for consumer participation. This could involve crowdsourcing ideas for new products, inviting customers to collaborate on limited-edition designs, or even co-hosting events that blend outdoor activities with creative workshops. By giving consumers a stake in the brand’s evolution, companies can foster a deeper sense of ownership and loyalty.

2. Fostering immersive experiences: Fundom is as much about entertainment as it is about engagement. Consumers today crave experiences that are fun, educational, and enriching. Brands can capitalize on this by developing immersive experiences—whether through live events, digital platforms, or interactive campaigns—that allow consumers to engage with the brand in ways that are memorable and meaningful. This approach not only strengthens the brand-consumer relationship but also creates a sense of community and belonging.

3. Leveraging advocacy and brand ambassadorship: In the era of fundom, every consumer has the potential to be a brand ambassador. The NXT report highlights that 36% of consumers are willing to advocate for brands that align with their values. Brands can harness this by developing ambassador programs that empower their most loyal customers to spread the word through social media, community events, and personal networks. These programs not only amplify the brand’s reach but also foster a sense of belonging and loyalty among consumers.

Connecting Fundom with broader trends

The transition from fandom to fundom is deeply interconnected with other key trends identified in the NXT report, such as The Creative Collectives and Brand Activism.

The creative collectives: As outdoor activities increasingly become cultural hubs that blend creativity with community, the rise of The Creative Collectives aligns perfectly with the principles of fundom. Consumers who are part of these collectives are not just looking for products; they seek experiences that allow them to express their creativity and connect with like-minded individuals. Brands that can tap into this collective spirit—by creating events, collaborating on creative projects, or offering platforms for cultural exchange—will find themselves at the forefront of this powerful cultural shift. 

Brand Activism: The move from fandom to fundom also dovetails with the growing demand for brands to take a stand on social and environmental issues. The NXT report indicates that 84% of consumers expect brands to actively engage in and support environmental movements. As consumers become more involved with brands, they also expect those brands to reflect their values and make tangible contributions to the causes they care about. Integrating activism into the fundom strategy allows brands to connect more deeply with their audience, turning customers into passionate advocates for both the brand and the causes it supports.

Strategic reflections: embracing the future of brand engagement

The shift from fandom to fundom is more than just a trend—it’s a strategic imperative for brands looking to stay relevant in an increasingly competitive and value-driven market. For outdoor and sports industry leaders, the challenge is not just to adapt to this change but to lead it.

To succeed, brands must focus on creating platforms for co-creation, fostering immersive and meaningful experiences, and leveraging the power of consumer advocacy. This approach will not only deepen the connection between the brand and its audience but also build a community of passionate, engaged, and loyal customers who see themselves as part of the brand’s journey.

In this new era of consumer expectation, the brands that will thrive are those that move beyond traditional marketing strategies to embrace a more participatory, experience-driven approach. By turning fans into active participants, co-creators, and advocates, brands can not only capture the hearts and minds of today’s consumers but also future-proof their strategies for the challenges and opportunities of tomorrow.

The future of brand engagement is here, and it’s called fundom. Now is the time to embrace it, innovate with it, and lead with it.

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