Romance, Rewritten

For decades, romance novels were dismissed as a guilty pleasure. Many readers (including me) quietly enjoyed them but rarely celebrated it out loud. That perception has fundamentally shifted.

Today, romance is a culturally influential genre in entertainment, fuelled by a global, hyper-engaged fandom. Romance readers form communities around the stories they read by showing up for author events, debating character arcs online, and rallying around adaptations. What was once niche now mirrors the energy of major pop-culture fandoms.

For brands, this shift matters. The romance genre thrives because it prioritizes emotion, belonging, and continuity, qualities that audiences increasingly expect from brands as well.

So, what can brands learn from this space?

• Lead with emotion, not just messaging: Romance works because it makes people feel something. Brands that show empathy and emotional intelligence earn deeper engagement.

• Create spaces for participation: Romance fandoms thrive on discussion and shared experience. Brands can create spaces (digital or physical) where audiences feel invited to react, contribute, and connect with one another.

• Think in long-term stories: Romance rewards loyalty through ongoing narratives. Brands that build over time, rather than relying on one-off moments, are more likely to stick.

• Understand cultural codes: Romance fans are fluent in tropes and subgenres. Authenticity comes from understanding these nuances, not chasing trends.

The stigma around romance fandom has largely disappeared. Today, loving the genre is worn as a badge of pride.

For a deeper look at the romance boom and what it means for brands, read the full article from Reema “The Romance Boom: What Brands need to know about this Hyper Engaged Community” on The Branding Journal