The 2022 Gen Z Field Guide

September, 2022

When it comes to subcultures, “If you know, you know.”

Niche communities, interests, and cultures have always been compelling vessels for brands to influence audiences. For Gen Z – the most fluid and fragmented generation yet – subcultures are even more powerful. For them, popular culture and counterculture are obsolete and have been replaced by subcultures and niche communities. And as Gen Z’s influence on commerce and culture continues to grow, brands that learn to connect with these subcultures will thrive.

A Marketer’s Field Guide to Gen Z

To drive critical mass and conversion, niche and relevancy at scale will trump traditional reach and frequency tactics. Capturing Gen Z’s attention requires breaking conventions to develop brand experiences that authentically suit their algorithms. In nearly all conversations with our Gen Z network about the subcultures resonating most strongly with them, none could easily recall specific TikTok influencers’ names. Unless recognizably famous or verified by the platform, people are more likely to remember the content that found them vs. the influencer creating it. There’s a lot of noise when it comes to creators, and Gen Z is looking for more intimate spaces to connect on a personal level.

Subcultures have become the new demographics as Gen Z identifies with and connects to what they are most passionate about.

To read the full report, click ‘Download PDF’ below.

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