SVP Maxine Gurevich on Why Subcultures Are the Key to Reaching Gen Z

April, 2024

Last month, Horizon’s SVP of Cultural Intelligence Maxine Gurevich attended the 2024 Youth Marketing Strategy NYC to chat about all things Gen Z, highlighting research from the WHY Group’s 2023 Gen Z Field Guide report.

Below are excerpts from the conversation. To learn more about how your brand can utilize subcultures to connect with Gen Z, reach out to AskWhy[at]

We’ve entered the Era of Mass Niche

The TikTok-ification of social has transformed how and what Gen Zers connect on

Gen Zers face pressure to stand out in order to fit in

Subculture highlight: TALE-gaters are tuning into off-court, behind-the-scenes sports content

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