How fangirls became an economic force
REPORT
17 Jul 2024
How fangirls became an economic force

Fangirls are redefining femininity and emerging as a powerful economic force. From Taylor Swift’s Eras Tour to Barbiecore, they’re driving significant spending, shaping cultural trends, and fostering vibrant communities. How can brands authentically engage with this influential audience?

Brittany Hodak

Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who has delivered keynotes across the globe to organisations, including American Express and the United Nations. She has worked with some of the world’s biggest brands and entertainers, including Walmart, Disney, Katy Perry, and Dolly Parton. She is the former chief experience officer of Experience.com and was CEO and co-founder of The Superfan Company. Her debut book Creating Superfans: How To Turn Your Customers Into Lifelong Advocates, was published in January 2023.

Jamie Cohen

Jamie Cohen is a digital culture expert as well as a writer, speaker, educator, and digital media producer. He holds a PhD in cultural and media studies, specialising in memes and digital culture, and is an assistant professor at CUNY Queens College where he teaches digital activism, social media, aesthetics, and advertising inequalities.

Tessa Love

Tessa Love is a writer whose work focuses on the undertones of culture and human experience. Her work has been featured in Outside Magazine, The Believer, Longreads, BBC, and more. She is also a cultural researcher and trend analyst specialising in youth behaviours and insights. She has produced reports, articles, white papers, and films that have informed the strategies of some of the world’s biggest brands, and she previously served as the editorial director of Western Europe for the global youth insights and research agency YPulse.