This Study Breaks Gen Z Down into 12 Subcultures

Being the youngest generation that is currently entering adulthood, Gen Z is a major point of focus for digital marketers. In spite of the fact that this is the case, a new study has shown that this label might not be accurate at all. Rather, Gen Z can be divided into up to twelve different subcultures, and these subcultures span five different sectors with all things having been considered and taken into account.

The first category is that of gaming, and with all of that having been said and now out of the way it is important to note that it has two separate subcultures included within it. These two cultures are Streetwear X Gamers as well as Gamer Girls. The second category is entertainment, and it consists of Horror Healers along with Poetic Connectors.

The third category, education, also contains two subcultures, namely that of Adult-ing Hackers which comprise newly grown up Gen Z who want to get better at being responsible, along with Scientific Edutainers. The fourth category of fashion has three subcultures, with these three being Maximalists, Real-Time Fashionistas and UP-thrifters.

The final category is that of Beauty, and similarly to fashion it too contains three subcultures. These are Cursed Cosplayers, Beauty ASMR-tists, and finally cover boys. That reveals the complexity of Gen Z culture, and it indicates that this rapidly growing generation can’t be seen as a monolith.

Brands and marketers need to use these categories and subcultures because of the fact that this is the sort of thing that could potentially end up making their marketing more targeted than might have been the case otherwise. These data points might change the way digital marketing is approached, and it will be interesting to see if any brands are willing to hop on the bandwagon.

This is just one study, though, and it analyzed Gen Z subcultures in a very specific way. There could potentially be numerous other cultures that have flown under the radar, and when they come to light or are discovered that could mean some paradigm shifting implications for the state of digital and social media marketing.

H/T: Horizonmedia / PR

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