Horizon Media’s “Gen Z Field Guide: A Marketer’s Manual for Following the Niche Over the Norm” identifies five categories & 12 subcultures that have become critical to understanding & reaching this next generation.
They all agree on one thing: there’s no theme unifying their cohort. Ninety-one percent of 18- to 25-year-olds believe mainstream pop culture is dead.
In order to market to Gen Z, you’ll have to address subcultures that address unique & personalized interests that sometimes conflict with each other.
Here is what the article states –
The five major cultures identified by Horizon Media are gaming, entertainment, education, fashion and beauty. Within those categories, sub-segments range from “Gamer Girls” to “Scientific Edutainers” to “Cursed Cosplayers,” each with their own passion points and engagement tolerance. Reaching such hyper-specific consumers requires a level of nuance that hasn’t previously been marketing’s forte, according to Gurevich.
“You have to be deeply embedded in the culture. You can’t just open TikTok one day and know what will appeal to these consumers,” said Gurevich. “There’s a lot of noise, and Gen Z is looking for more intimate ways to connect. That’s how we have to approach these subcultures, by looking at the passion behind them.”
Read the full story here.
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