The Fun Deficit is Real
Plus: 3 Fandoms to Know this Week
Americans Aren’t Having as Much Fun Anymore. Can we?
The TL;DR: Over the last 20+ years, traditional American outlets of fun like bowling alleys, bars and nightclubs, and movie theaters have become more scarce. The desire for social “third” spaces hasn't gone away, but fewer options and higher costs are pricing people out of the fun. In response, brands with a cultural pulse have begun to prioritize experiential marketing and acts of whimsy that cater to their audience having fun IRL.
If it feels like “spontaneous fun” has become increasingly rare, you’re not imagining it. A recent Bloomberg article notes that bars and clubs have been on the decline for decades, the US has lost 20% of its movie theaters and 30% of bowling alleys since 2001, and the number of resorts has leveled off while room rates grow higher. While these fun spaces may be on the decline, individuals are still seeking these shared experiences and want to get the most fun for their buck.
For example, Gen Z is pursuing more travel opportunities despite the rise of costs. 93% of young adults plan on traveling this summer, with 91% attending more concerts and events than they did in 2025. And while IRL experiences offer a break from screens, social is definitely part of the draw: intentionally capturing these events for social media adds value and offers a greater sense of community and fun.
Oatly is a one example of a brand that understands this desire for fun, shared experiences and finds unique ways for their fans to have fun IRL. Their recent Oatly Bike-Thru, a fast-drink pop-up establishment that allows bikers in Amsterdam to pedal in and place their beverage order, is a whimsical, interactive ad that prioritizes fun in addition to function. Oatly’s pivot to focusing on events have resulted in wholesome “hangouts” that generate genuine brand love and shared fun, not just people lining up for free stuff.
For modern brands, reach is only half of the social equation. As IRL social establishments decline and Americans seek new outlets for fun, it’s more important than ever to prioritize engagement on a human level: what does your audience find fun, and how can you (literally) give that to them? Seamlessly marrying IRL “Fun” activations with social content creates greater brand recognition and builds a social community that lasts.
A snapshot of buzz-worthy communities and fandoms to guide community engagement
🔥 Jonas Brothers Burnin’ Up MSG
What’s Going On: The Jonas Brothers have announced a 3-night MSG takeover this August to throwback to their 2008 Burnin’ Up era. Fans have flooded each post with comments recounting their original concert experience almost 18 years ago.
🐷 Peppa Pig Beef??
What’s Going On: Singers PinkPantheress and Charli XCX started internet beef with the kid’s cartoon Peppa Pig after a surprisingly shady comment in a Pitchfork interview: the animated icon was asked if she thought artist Clairo was overrated, to which she replied, “I don’t know her.”
🎤 La vida es una movie, and Benito is the director
What’s Going On: The 2026 Emmy Nominees were announced and Bad Bunny’s halftime show recieved 9 total nominations, breaking the record for most nominated halftime show in history.
Four must-click links that crossed our feeds today.
Justin Bieber joins the lineup for the World Cup halftime show alongside Madonna, Shakira and BTS.
McDonald’s announces their BT21 meal, marking their third collaboration with K-Pop group BTS.
Telemundo announcer Andrés Cantor solidifies his place in sports culture with his 10th men’s World Cup.
Actor Justin Baldoni breaks his silence on the ‘It Ends With Us’ dispute with a thank you post on Instagram.
TV/Streaming: Obsession hits streaming services only 2 months after its debut in theaters. Netflix debuted its new series adaptation of Little House on The Prairie.
Movies: The live action Moana release in theaters this Friday, July 10.
Music: Albums dropping this week include Finn Wolfhard’s second album Fire From the Hip, Jack White’s newest Frozen Charlotte, and Suki Waterhouse’s third studio album Loveland.
