The New Marketing Frontier: Demos are dead; subcultures transcend age and unite generations.

Since 2022, we’ve been covering subcultures through the lens of Generation Z, but things are changing this year. For decades, marketers have relied on broad age-based categories like Gen Z, Millennials, or Boomers. But today, the era of demos is over. Our data reveals that people aren’t bound by the year they were born — they’re bound by what they love. Interests and passions transcend generational boundaries, which is why this year’s report covers subcultures that bridge generational divides.

In today’s polarized world, subcultures offer a fresh perspective, creating pockets of shared identity across generations. It’s no longer about selling to age groups but instead, speaking to passions that unite people of all walks of life.

Our 2024 report reveals seven new cross-generational subcultures spanning seven interest areas, from sports and wellness to finance and pet care, that marketers need to pay attention to.