Not my thing! The science of non-fans

©Andrea Piacquadio (2020)

REPORT

15 Mar 2024

Fandom is firmly in the zeitgeist, from sports to politics and entertainment. However, less attention is paid to those who don’t consider themselves fans. Canvas8 spoke to Heath McDonald, a professor of marketing at RMIT, to find out how brands can better engage their least faithful customers.

Sector
Media and Entertainment
Location
Global

Heath McDonald

Heath McDonald is the dean of rconomics, finance, and marketing and a professor of marketing at RMIT University. He has worked in the hospitality, wine, and leisure sectors and has consulted with more than 50 elite sporting organisations worldwide.

Nick Lising-White

Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

Insider Status

macro behaviour·
LAST UPDATED 4 Jun 2024

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