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REDEFINING SUBCULTURES

How to be authentic in the age of mid-culture

Following the findings from our annual future youth culture report CTRL SHIFT we took a deep dive into all things subculture. What does it mean today? Who are the new subcultures in 2023? Do they even exist?

Our findings unravel the complexities of defining subcultures in the digital age, moving past nostalgia to paint a diverse picture of youth culture’s edges.

Our unique research approach combines insights from over 2800 18-24 year olds from Dazed’s global audience, youth tastemaker focus groups and global culture experts.

The report explores the past, present and future of subcultures outlining key learnings for brands to stay above and on top of trends.

“The difference between then to now is that now we live in a complete consumer culture. Youth see themselves as global consumers and that is how they are addressed. This is such a shift of thinking of punks - even when they feel the same emotions of aggression - they can’t express it in the same way now. The way we organise cities has changed. There are cameras everywhere. You can’t manifest yourself on the street. There are hardly any spaces where you don’t find places to consume.”

Ari Versluis, Co-founder - Exactitudes

Dazed Studio’s methodology combines expert minds alongside our early adopter audiences who are influencing the trends of today and tomorrow. By bringing qualitative and quantitative data together with human creativity we are able to paint a truly honest picture of youth culture.

A global audience survey of 2,843 young people

7 expert interviews

1 focus group with Dazed’s Gen Z club members

Insights from Dazed Media group publications (Dazed, Dazed Beauty, AnOther & Nowness)

Insights from the minds of Dazed’s editorial network

Experts:
Alexander Fury Fashion Features Editor, AnOther Magazine
GÜNSELI YALCINKAYA Features Editor, Dazed
JAMIE BRETT Creative Projects Lead, Museum of Youth Culture
EXPERTS:
SERENA SMITH Deputy Editor, Dazed
KARL VERBOTEN Founder, Klub Verboten
ARI VERSLUIS Photographer & Co-Founder, Exactitudes
SAMUTARo Trend Consultant & Content Creator