The Rise of Niche Culture and How It Defines a Generation

“More than previous generations, Gen Z no longer care about fitting in with the masses or adhering to the status quo. Groups of people no longer identify by their age or gender but rather their shared values and interests.”

Demographics have always been a lazy metric to understand humans for marketing purposes or otherwise. An article about “Niche Culture” from Decode notes that the desire to belong to a community is defining a generation usually described by an age-based term.

The stories in that article illustrate once again that if we are going to truly understand the behaviors of a certain group of people, we need to look at what they love and how they act ... instead of spending so much time focusing on their age or gender.