Popular Gen Z subcultures and how brands can target them

Gen Z is the fastest growing and most influential demographic in recent times. It’s a vibrant, dynamic generation of subcultures that pulse with energy and creativity. From the electric beats of K-pop to the immersive worlds of gaming, eco-warriors to streetwear enthusiasts, and the fantastical realms of anime and manga, these subcultures define the passions and aspirations of today’s youth. And, let me tell you, it’s a force to be reckoned with!

K-pop, with its infectious energy and global appeal, has captured the hearts of millions. Brands can tap into this frenzy by collaborating with K-pop influencers, sponsoring fan events, and even creating K-pop-themed merchandise.

Similarly, the gaming world, dominated by massive online multiplayer titles like Fortnite, and Call of Duty, offers a vast audience. Brands can score big by sponsoring tournaments, partnering with popular streamers, and creating in-game advertisements that resonate with this community.

Gen Z’s deep-rooted concern for the planet presents a golden opportunity for brands to showcase their eco-friendly initiatives. Highlighting sustainability practices, launching campaigns aligned with environmental causes, and collaborating with influencers in this space can build a loyal following.

The world of urban fashion, with its dynamic and ever-evolving trends, is another avenue for brands to explore. Collaborating with streetwear designers, launching limited-edition drops, and engaging in social media challenges can help brands resonate with this style-conscious audience.

Anime and manga fans are a unique demographic with a penchant for imagination and creativity. Brands can tap into this world by creating anime-themed products, sponsoring conventions, and collaborating with popular cosplayers.

But, here’s the thing - to truly connect with these subcultures, brands must immerse themselves in their world, speak their language, and be authentic. It’s about building a sense of community and belonging, not just reaching a target market.

Leveraging social media platforms like Instagram and niche forums is crucial to reach this tech-savvy generation. Collaborating with influential figures within each subculture can amplify brand reach and credibility. By doing so, brands can position themselves as relevant players in the hearts and minds of this influential generation.

Understanding these subcultures is not just about identifying target markets; it’s about unlocking the potential for deeper connections and building lasting brand loyalty. By immersing themselves in the world of Gen Z and speaking their language, brands can position themselves as authentic and relevant players in the hearts and minds of this influential generation.

The online shopping habits of Gen Zs are equally fascinating. With a staggering 63.9% actively engaged in online shopping, it’s clear that e-commerce is a dominant force in their lives. Their shopping journeys are characterized by thorough research, with nearly half conducting extensive online research before making significant purchases. This highlights the importance of informative and engaging content.

Mobile shopping reigns supreme, with clothing and electronics leading the charge. While Amazon dominates the e-commerce landscape, platforms like Flipkart, Myntra, and Nykaa also hold significant sway. However, it’s essential to note that the market is dynamic, with new players and trends emerging constantly.

A noteworthy trend is the increasing focus on mental health and well-being. While the allure of online shopping is undeniable, concerns about excessive screen time are growing. Brands must strike a balance between engagement and responsible digital citizenship.

The sneaker culture offers another intriguing facet of Gen Z consumption. Rooted in hip-hop and basketball, sneakers have transcended their functional purpose to become fashion statements. The market is characterized by a strong online presence, with social media driving trends and influencing purchasing decisions. Limited edition releases and customization options are highly coveted, reflecting Gen Z’s desire for individuality and exclusivity.

Understanding Gen Z is about more than demographics. It’s about delving into their passions, values, and behaviors. By tailoring strategies to resonate with their subcultures and online habits, brands can unlock the potential of this influential generation and build lasting relationships.

At Whoppl, we are hyper-aware of the GenZ movement, and constantly refresh ourselves on emerging trends and behaviors. One way we do that is by having a young team that learns from each other. We have found a lot of success with a content-first approach, and generated exponential ROI for our clients through hyper-local strategies across India (not just in metros, but also Tier 1and Tier 2).

This article is penned by Ramya Ramachandran, Founder & CEO, Whoppl. 

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.