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In a scrambled-up culture, favorite teams, artists, and creators act like lifeboats. Fandom is a crucial way that people understand themselves, figure out where they fit, and know what they’re looking forward to. Shared rituals and moments give fans something steady to return to, and that emotional gravity naturally attracts brands.
The opportunity is boundless. And the stakes are high.
In The Year of the Fan, PETERMAYER’s strategy team traces the resilient bonds that hold fandoms together and what they demand from brands stepping in.
Download the un-gated guide below to sharpen your thinking and step into fandom with confidence.
PETERMAYER and Quantum Fiber from AT&T add new chapter to successful "Yay to You" campaign
After growing awareness for the AT&T fiber brand in 2025, Quantum Fiber's "Yay to You" returns with a message of connectivity.
PETERMAYER and Quantum Fiber from AT&T add new chapter to successful "Yay to You" campaign
After growing awareness for the AT&T fiber brand in 2025, Quantum Fiber's "Yay to You" returns with a message of connectivity.
Got the Receipts? Americans Seek Control in the Grocery Aisle as Affordability Slips.
A Brand Joy Lab study: 53% of Americans are more stressed about grocery prices, and the joy of catching a deal now outscores the meal it pays for.
Got the Receipts? Americans Seek Control in the Grocery Aisle as Affordability Slips.
A Brand Joy Lab study: 53% of Americans are more stressed about grocery prices, and the joy of catching a deal now outscores the meal it pays for.
Trial by Sleep: Hotels Still Rule the Overnight Stay. But There's Room for Disruption.
A Brand Joy Lab study finds parity in the joy people get from their accommodations — as long as they've tried them first.
Trial by Sleep: Hotels Still Rule the Overnight Stay. But There's Room for Disruption.
A Brand Joy Lab study finds parity in the joy people get from their accommodations — as long as they've tried them first.
