Why subcultures are not dead?
Unlocking brand opportunities
From the archives: article initially published on Linkedin on December 2023.
In an era where the mainstream often overshadows niche interests, the persistent and dynamic nature of subcultures emerges as a beacon of cultural identity and expression. In this article, we dive into how these interesting multiple subcultures continue to evolve and shape culture, offering interesting opportunities for brands to connect and innovate.
Cultural significance of subcultures
A subculture is a distinct and smaller cultural group within a larger society, often sharing unique values, interests, and practices and setting itself apart from the mainstream culture. Subcultures can form around various themes, such as music, fashion, hobbies, or beliefs, and provide a profound sense of identity and belonging to their members.
Let's explore why we’re living through a mass adoption, renaissance and recreation of subcultures.
⚡️ Evolving landscape: subcultures have adapted and evolved, reflecting the changing societal and technological landscape.
⚡️ Internet & global reach: the digital era, especially social media, has enabled subcultures to connect and grow on a global scale.
⚡️ Youth influence & identity formation: Subcultures profoundly shape the identities and worldviews of young people, with 88% of youth acknowledging their existence and influence in their lives
⚡️ Dynamic and fluid nature: modern subcultures are characterized by their fluidity, allowing for participation in multiple communities and subcultures.
⚡️ Community & belonging: in a world where mainstream culture often feels disconnected, subcultures provide a sense of belonging and purpose.
⚡️ Counter-mainstream movement: the proliferation of subcultures is a response to the growing dissatisfaction with mainstream culture and a global youth desire to differentiate against a mass of homogeneity.
As Alexandre Fury says in the Dazed studio report, now subcultures are "niche within a niche within a niche.
According to Horizon Media's new research from 2022, the top 5 categories and emerging subcultures are :
🕹 Gaming: Streetwear X Gamers, Gamer Girls
🎬 Entertainment: Horror Healers, Poetic Connectors
🏫 Education: Adult-ing Hackers, Scientific Edutainers
👗 Fashion: Maximalists, Real-Time Fashionistas, UP-thrifters
💄 Beauty: Cursed Cosplayers, Beauty ASMR-tists, Cover Boys
As an example, “Gamer Girls,” a rising GenZ subculture with 3.1M GenZ members and 1,6B views on Tiktok, challenge gender norms in the gaming world. They follow streamers who create vlogs, cosplay, and makeup tutorials, along with stylish musicians online. Gamer Girls express their unique style through cosmetics, personalized gaming setups, and eye-catching accessories.
Brand opportunities in niche markets
Subcultures offer fertile ground for brands to connect with highly engaged and distinct markets. To succeed, brands should:
⚡️ Establish legitimacy: of course, brand's founders and team have to be genuinely part of the subculture(s). This authenticity builds trust and solidifies brand’s credible position within the communities.
⚡️ Prioritize authenticity: genuinely understand and respect the subculture’s values. This commitment to authenticity fosters trust and further aligns the brand with the community’s ethos.
⚡️ Craft narratives that connect: develop brand stories that resonate with the subculture’s values, aspirations, and aesthetics. The brand should become an integral part of their larger story.
⚡️ Connect with the communities: actively participate in the communities. This involves sponsoring events, collaborating with creators and artists, supporting community initiatives, and involving them in the development of products and services.
⚡️ Customize and personalize: tailor not just products and services but also the whole experience to meet the unique tastes and needs of the subculture.
⚡️ Support their causes: Many subcultures are driven by social or environmental causes. Aligning with these causes can deepen brand's connection with the community.
Examples of successful old and new brands thriving in subcultures:
👕 Fashion: Dr. Martens, Rick Owens, Heaven by Marc Jacobs, Supreme, Vans, Palace, Fucking Awesome, Dolls Kill ...
💅 Beauty: Black Moon Cosmetics, Milk Makeup, Fenty Beauty, ...
🥤 Food & beverage: Redbull, Monster, GFuel, Erewhon, ...
🏍 Outdoor & mobility: Patagonia, Alo Yoga, Harley Davidson, Cultcrew, Thrasher ...
🎮 Gaming & Entertainment: Twitch, Razer, Beats by Dre, Skullcandy, Them, Bandcamp, Criterion Collection, Discogs, World of Warcraft ...
In a world dominated by the mainstream, subcultures continue to flourish as vibrant hubs of cultural identity. These dynamic subcultures provide brands with unique opportunities for connection, innovation, growth, and resonance within their ever-evolving landscape.
Sources: Dazed Studio, Horizon Media …
My name is Aurelia Ammour. I’m a strategy consultant and youth culture trailblazer (I'm not an agency). I built a next-gen sneaker brand, SHOES 53045, from scratch as its CEO and CMO for 4 years. I was behind the scenes of many major strategic transformation and growth projects for notable names like LVMH, Kering, PUIG, Celine, and Loewe, collaborating closely with C-Suites. I’ve also worked as a VC. Today, I help create and develop visionary & iconic brands, products, and experiences that connect with Gen Z and are relevant in today’s culture across Fashion, Luxury, CPG, and Retail sectors.