341. YPulse. Subculture Spotlight.
November 21, 2024
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In this interview, MaryLeigh Bliss, Chief Content Officer at YPulse, discusses youth subcultures and fandoms. YPulse, a leading authority on Gen Z and Millennial trends, has been tracking the evolving ways young people form communities around shared interests. By understanding the nuances of youth subcultures, brands can build meaningful connections and foster loyalty among Gen Z and Millennial audiences.
Key takeaways:
The Rise of Subcultures: Gen Z and Millennials are increasingly seeking community and belonging online. Subcultures, defined as groups with shared beliefs, values, and behaviors, offer a sense of identity and connection.
Fandoms vs. Subcultures: While all fandoms are subcultures, not all subcultures are fandoms. Fandoms typically revolve around a specific media entity, like a TV show or music artist, and involve a higher level of engagement.
The Impact of Loneliness: The report highlights a concerning rise in loneliness among young people. While social media can contribute to feelings of isolation, it also provides a platform for building communities and finding like-minded individuals.
Brands and Subcultures: Brands have an opportunity to engage with subcultures authentically by understanding their values and interests. Successful brand participation often involves offering exclusive content, products, or experiences that resonate with the community.
Diverse Subcultures: The report explores a wide range of subcultures, including fantasy, cozy gaming, skater core, mini brands, and the Disney College Program. Each subculture offers unique insights into the passions and preferences of young consumers.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse