Horizon Media says the era of relying on broad age-based categories like Gen Z, Millennials, and Boomers is over. Based on findings in its 2024 Subculture Field Guide, the agency group says people aren’t bound by the year they were born, but rather by what they love. Their interests and passions transcend generational boundaries, with 85% of adults saying they gravitate toward hobbies and passions that aren’t defined by any particular age group.
The report defines a subculture as a group of people – or a tribe – that is a distinct part of a cultural trend, often acting as beacons of a movement. Each subculture is differentiated by a distinct set of shared values, aesthetics, norms, behaviours, interests, and identity markers – and often arise from shared experiences, backgrounds, or interests that set them apart. Subcultures give people a sense of belonging – a feeling of “I’m right where I should be.”
In doing its research, Horizon Media also uncovered seven cross-generational subcultures spanning interest areas including sports, wellness, finance, travel, pet care, food and self-expression. The subcultures are Dirt Trackers (dirt track racing fans), Biohackers, F.I.R.E. (Financial Independence, Retire Early) Fighters, Dark Tourists, Extreme Paw-rents, Professional Snackers, and Free-Wheelers, a tribe for those who love roller skating.
Expanding on some of the subcultures, Horizon Media describes Biohackers as passionate about optimizing their physical and mental well-being through science, technology, and self experimentation. They use wearable tech, personalized nutrition, and advanced wellness practices to enhance their mind, body, and spirit while turning to one another for the latest information. Brands offering innovative health solutions, advanced wellness technologies, and personalized strategies can resonate with this community.
Meanwhile, members of the F.I.R.E. community are focused on achieving financial independence and retiring early by embracing short-term frugality, disciplined saving, and strategic investments. They aim for an early exit from the traditional workforce by living below their means, maximizing every dollar and learning financial tricks from one another. Brands that empower financial savvy, offer tools for smart saving, or align with minimalist and intentional living will appeal to this group.
Shared passions outrank age when it comes to influencing purchasing decisions and new behaviours, according to Horizon’s Finger on the Pulse Survey, which was conducted in May of this year. The report found that 78% of people are more likely to consider a brand that’s close to the interests and activities they’re passionate about. Consumers are nearly four times more likely to prefer brands that connect to their passions. They are also 6.5 times more likely to choose unknown brands that align with their interests over a well-known brand that does not. Additionally, 64% would be willing to pay a little more for brands that connect to their passions.
