Horizon Media identifies 12 emerging ‘Gen Z subcultures’
In brief
Horizon Media has identified 12 emerging Gen Z subcultures, organized into five different categories, to aid marketers in unlocking the generation’s estimated $360bn in purchasing power.
The report notes, among other findings, that nearly two-thirds (64%) of Gen Zs want personalized experiences from brands.
The categories and subcultures organized through the research 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
The Gen Z Field Guide: A Marketer’s Manual for Following the Niche Over the Norm report is a collaboration between Horizon Media’s WHY Group and Blue Hour Studios, which conducted a robust audit of 1,000+ pieces of Gen Z-generated content across popular apps and media to identify emerging themes, following by in-depth interviews with Gen Zers.