Fan culture values shifting from consumption volume to sustainability. Signs that push-driven fan marketing is losing traction with consumers.
The Shift in Fan Culture Marketing: Understanding the Rise of "Sustainable Fandom"
Original: 消費を煽る「推し活マーケ」はなぜ見限られる？ 推し活の新潮流「スキステナブル」を探る
Importance: 業界インサイト報告であり、直接的なプラットフォーム仕様変更や業務阻害ではなく、戦略立案の参考情報レベル。
Summary
Hakuhodo's Institute of Living Consumer Research launched "Henai Kaigi" (Selective Passion Council) in December 2025, revealing shifts in fan culture spending behavior. The research shows movement away from consumption-driven fan marketing toward "Sustainable Fandom," reflecting fundamental changes in how consumers define their passion. The report emphasizes how companies must adapt to these evolving consumer values and rebuild relationships accordingly.
Key Points
- Fan culture marketing shifting from consumption-driven to sustainable fandom model
- Hakuhodo launched ongoing "Henai Kaigi" research project in December 2025
- Consumer definition of "passion" and spending behavior undergoing rapid transformation
- Companies must adapt to shifts and rebuild consumer relationships
View developer summary
Hakuhodo Institute launched continuous research project "Henai Kaigi" in December 2025 with researcher-practitioners and consumer respondents. Systematically analyzes shifts in spending behavior and consumer insights related to passion/fandom consumption. Validates transition from consumption-driven marketing to "Sustainable Fandom" model. Provides ongoing consumer segmentation, messaging strategy, and loyalty program implications for enterprise targeting.
Source: https://markezine.jp/article/detail/77051
Outlet: MarkeZine
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