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Why Subcultures Are The New Demographics

The digital age is well upon us, and brands need to change with the times. With so much information out there about consumers, demographics are no longer the top dog in marketing. 

The digital age is well upon us, and brands need to change with the times. With so much information out there about consumers, demographics are no longer the top dog in marketing. 


Rather than know WHO your customers are, it is more crucial to understand what motivates them, and WHY people choose to support certain companies and buy specific products. 


Shifting a brand's focus to customer subcultures is so important because it allows them in-depth access to a group of people who share similar ideas and beliefs that deviate from the mainstream. Connecting in ways that go beyond the superficial categories of age, gender, and location, to include core values, interests, and aesthetics, offers a brand a comprehensive understanding of their consumers. 


These modern subcultures connect across social media and share their passions with like-minded users. In many cases, they also choose to share their favourite companies, as well as offer product reviews and experiences. This is not just good for a brand's marketing, it also helps to unite them in an authentic way with their customers.   


You've probably already heard us talk about lifestyle brands, and why people are more attracted to products that offer genuine improvements to their lives, rather than shallow advertisements and quick fixes. This is because a brand that shares similar core values with specific groups and speaks their language, can create a deeper connection with their customers, and become an integral part of a subculture.  


This is why knowing your brand inside and out is just as crucial as knowing the modern tribes your customers are a part of. We've all heard the saying that in relationships "connection is KEY", and this is equally true for lifestyle brands and their consumer subcultures.


Need help connecting to your brand's subculture? Head over to our contact page and send us a message. We'd love to see how we can help!

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