Oddballs, Subcultures or Profitable Market Segments?


What is a Subculture?

Think of a subculture as a group of people existing inside a larger cultural having values or motives that contrast with the larger cultural group. Numerous kinds of differences are employed to define subcultures, including race, language, religious affiliation, political views and age.

Different Subcultures

For example, business planners frequently segment consumers based on their age. Individuals falling into a certain age range will often respond in the same way. However, the way older consumers act is frequently different than how the rest of the market acts. The teen market is defined in terms of their interest in MTV, social media, the internet, music trends and their willingness to flirt with new identities. Teens demonstrate a constant need for approval, a strong sexual drive and often disengagement and disregard for their parents and authority. Regardless of their native language, young people usually have their own language and communication style that are difficult for the rest of the population to translate. In regards to education, today’s teens are the first to be Internet and computer savvy. They are very assertive and hold global and political opinions. Teens project their subculture more strongly than other subcultures by the accessories they own, the music they play and the clothes they wear.


The Large Global Teen Subculture

Strangely enough, the teen subculture is not limited to any specific ethnicity or nationality or language and can be seen in every country throughout the world. In fact, teens represent largest global market of all subcultures. Their preferences, languages and attitudes are combing and as a group, they buy similar products. A teen’s bedroom often resembles a temple to trendy brands and social icons they value most. With the number of people in the teen subculture estimated at 63 million in the U.S., 32 million in Mexico, 50.7 million in Brazil, 23.5 million in Russia, 12.4 million in Germany, 8.8 million in Italy, 6.7 million in Poland, and 11.5 million in France, the possibilities for businesses with the best products and marketing strategies is tremendous.

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