Consumers have splintered off into information bubbles based on ideology, interest, wealth, career, age and location — making it nearly impossible for big brands to reach everyone.
- Instead, brands focus on meeting audiences where they are by tapping into passion points and infiltrating existing fandoms.
Why it matters: The few companies that have managed to master and monetize the risky strategy of tying a brand or product to a fan base or community are winning the war for attention.
