I get a message or comment every now and again that’s really silly. Are you worried that so many photographers are leaving Fujifilm? It could be worded a little different. Maybe it’s, Fujifilm should be worried that so many are leaving. Or, I’m leaving the brand and I know many others who are, too. There are a lot of variants, but the sentiment is always the same. Someone is switching brands or threatening to do so, and that is newsworthy and everyone should pay attention because there is a Fujifilm exodus. Am I worried that so many photographers are leaving Fujifilm? No, I’m not, not even a little.

My camera journey began almost 30 years ago (that’s crazy!) with a Canon AE-1. After that I switched to Pentax, and continued with Pentax when I went digital; however, I was never really satisfied with my DSLRs. So I tried Samsung (remember when they made mirrorless cameras?). Then I bought a Sigma Merrill. I went with Nikon for a few years. Then I tried Sony and Panasonic. I did what is quite typical, and went from brand-to-brand-to-brand searching for something that I just couldn’t find. I didn’t even really understand what I was looking for. But then I purchased a used Fujifilm X-E1, and I fell in love with the traditional tactile controls and overall experience. Later, I got an X100F, and fell in love with the camera-made JPEGs and straight-out-of-camera photography. That’s what I was looking for (even though I didn’t know it), and I found it once I tried Fujifilm. I don’t regret the other camera purchases because they’re a part of my journey; without them, I might not be where I am today.

My story doesn’t end there, though. I get accused all the time of being a “Fujifilm fanboy” but I’m not strictly a Fujifilm photographer. I own and use Ricoh GR cameras. I tried a Nikon Zfc (it’s been collecting dust for a few years now). My brother-in-law uses Sony cameras, and he wanted me to make Recipes for it, so I purchased a Sony a7 IV. I didn’t much like the experience of the camera, so it’s been collecting dust for awhile now, too. I tried a Canon DSLR awhile back that I picked up for a good price; however, I only ended up using it for a few weeks before returning it to its box where it sat for a long time until I eventually sold it. A couple of years ago I tried a Leica Q2, but it’s not a camera I can afford (even if I could I probably wouldn’t buy it). I’m not against any brand. They all have pluses and minuses, and none are perfect or for everyone. Each photographer should use whatever they want to, whatever makes them happy or allows them to best create whatever it is that they want to create. For me, Fujifilm is that brand, but I’m not afraid to try something else.

Photography should be enjoyable, and if someone is not enjoying it, perhaps some change is needed. There is no need to rigidly stick strictly to any one brand, unless that is what makes you happy. If you think a Canon camera will be good for your photography, buy a Canon. If it’s Olympus, go that route. Whatever it is, don’t be afraid to continue your journey searching for the best photographic tools for you. It doesn’t bother me in the slightest if someone sells their Fujifilm gear and goes with another brand. Do what’s right for you.

Of course, the way that the question at the top is typically worded it’s as if it’s not an individual, but a group. It’s stated as if it’s a movement, an exodus. There are always people switching brands, no matter the brand. People are constantly going from brand-to-brand-to-brand, just like I did for years. For some, Fujifilm wasn’t their first and won’t be their last. That’s just the way it is, and it’s common and normal. However, some brands are shrinking, some brands are staying even, and some brands are growing. Fujifilm has been leading the pack in terms of growth for a few years now. If there’s a large group of photographers abandoning the system, there’s a much, much larger group jumping into it. There can’t be an exodus from the brand if the brand is experiencing so much growth.

What’s going on here is something different than that, and there’s actually a term for it: flouncing. It’s flaunting your bounce—storming out in an exaggerated, theatrical manner. It’s very easy to recognize, with some examples being, “That’s it, Fujifilm has lost me forever!” Or, “I’m selling all my gear and switching brands.” Or, “This camera release is the final straw!” Or, “I’m switching brands and I know many others are too.” People leave brands all the time and have legitimate reasons for doing so, but flouncing involves added elements, such as drama (it’s presented as a major event that everyone should pay attention to), attention seeking (it’s intended to provoke reactions), virtue signaling (the person wants others to know they’re taking a stand), and peer pressure tactics (they want others to join them). It’s a type of performative behavior. A common pattern is that 1) something is announced (camera, lens, firmware, etc.), 2) someone doesn’t like an aspect of it, 3) they declare the brand has lost its way, 4) they announce they’re leaving (or are considering leaving unless this or that happens), and 5) they predict a mass exodus. You see it all the time in the comments section of many websites.

Basically, anyone who flounces should be ignored. If they are truly going to switch brands or whatever they’re threatening to do, then so be it. People try different camera brands regularly. Most people—normal people—just do it and don’t call attention to themselves. The flouncer might have valid criticisms, but unfortunately they present it in an unhealthy, destructive way. Criticism can be invaluable for any and every brand, but it’s not going to be heard unless it’s stated in a constructive fashion. In other words, if someone is truly concerned about something and wants to see a change, they will go about it in a substantive and reasonable way without making it about themselves.

A person who flounces is seeking attention, validation, and/or influence. It’s as simple as that. It’s a type of negative behavior that is generally considered unhealthy and unproductive. Flouncing speaks much more of the person saying it than whatever their complaint might be, and none of it is positive. It would be great if people stopped doing it. So, no, I’m not concerned in the slightest about “so many leaving” Fujifilm. I’m pretty sure Fujifilm, who has never sold so many cameras before and has trouble producing enough stock to meet current demand, is not concerned about it either (although I certainly do not speak on their behalf). Sorry (not sorry), there is no Fujifilm exodus.