A new study from Horizon Media could have marketers throwing away their rule books if they’re looking to reach Gen Zers in a meaningful way.

The report calls Gen Z the most fluid and fragmented generation yet, stating that Gen Z’s discovery algorithms define and unite them. The research found that 91% of 18-to-25-year-olds say there is no such thing as mainstream pop culture anymore. Niche is the new norm and connecting with them requires following them through the maze of the personalized worlds they discover through their unique interests.

The Gen Z Field Guide, a collaboration between Horizon Media’s WHY Group and Blue Hour Studios, identifies five categories and 12 emerging subcultures: gaming, entertainment, education, fashion, and beauty. It also includes an audience breakdown and insights into the numerous branding and creative content opportunities within each group.

Traditional media planning does not apply to Gen Z. They may be spending more time than ever on social media as usage is evolving. Stay-at-home protocols during the pandemic sent them deeper into their online communities where they’re connected by shared interests. As a result, they are looking for more intimate spaces to connect on a personal level with 64% saying they want more personalized experiences from brands.

For example, under the Gaming category the Gamer Girls subculture are “take-no-prisoners Femme-Faze Clan-ers” driven by a cultural shift toward equity and inclusion in traditionally male-dominated arenas. They follow streamers who go beyond the game to create vlogs, cosplay, or makeup tutorial content, as well as stylish musicians.

To tap into this rapidly growing audience, Matt Higgins, VP of strategy at Blue Hour Studios, Horizon Media’s full-service content agency, says, “The brand could build community and fandom by launching a female-focused esports team with anime-inspired apparel and co-branded content channels on YouTube or TikTok that mirror the visually stimulating social media experiences this audience seeks.”