In our most extensive research study yet, we asked ourselves one question: what are the influential forces shaping youth culture?
Drawing insights from Dazed Media’s global audience and leading experts from the worlds of culture, technology and academia CTRL SHIFT reflects on three years of research since Monomass 2020. The report explores how youth’s internal conflicts play out in culture and how they may shape the future, proposing new ways of operating for brands and society.
CHAPTER 04 - CULTURE
Our fourth chapter outlines three trends in culture.
In it, we explore new cultural meanings; marginalised voices empowering themselves in a global marketplace; the aestheticization of subcultures; and a rejection of ‘authenticity’.
The Trends:
I. Hyper Intersectionality
II. Redefining Subcultures
III. Post Authenticity
YOUR PURCHASE WILL INCLUDE:
● 150 pages of original insight crafted over four months
● An introduction and executive summary touching on the key findings from all six chapters of the report
● The cultural drivers influencing youth's expressions of self
● Three trends on identity including real world examples of how they play out in culture
● Statistics and quotes from our audience research and expert interviews
● Category specific deep dives into wellness, work, music and beauty
● An exploration into AI featuring an interview with machine learning expert Vincent Adams
● A new brand model to put our insights on youth identity into action
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 2,543 young people
● 34 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
“Counterculture is now part of the viral spectacle. It is what gets our attention and drives clicks, shares, and likes. In a mainstream culture that increasingly values self-expression (as opposed to getting in line), subcultures can be more easily co-opted as part of mainstream consumption, amplifying the tension.”
DR. Anastasia Kārklina Gabriel
PhD, Senior Global Insights Lead, Reddit
In the full report there are six chapters, 18 trends and two explorations.
Buy THE FULL REPORT here.
Don't have time to read the full report? Get in touch to discuss our bespoke insights workshops.
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