Marketers who used to carry out broad-based demographic targeting face new challenges with Generation Z. 91% of 18-to 25-year-old Generation Zs say mainstream pop culture is a thing of the past. Marketing targeting Gen Z will need to address subcultures rather than engage in “the culture” in the conventional sense. Horizon Media identified five categories and 12 subcultures within them in a new research titled “The Gen Z Field Guide: A Marketer’s Manual for Following the Niche Over the Norm.” Gen Zers have an affinity for more than one subculture, providing marketers with an opportunity to reach a completely distinct demographic. Denny’s collaborated with Complexity Gaming, the Dallas Cowboys’ sister esports team, for sponsored Twitch streams featuring all-female producers to promote DEI. On the other hand, brands traditionally targeted at women are making their first forays into the gaming field in order to engage with a corresponding clientele. A successful campaign allows a business to reach out to other groups since Gamer Girls connect with diverse subcultures.

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