Culture doesn’t move in straight lines; it moves through subcultures. These tight-knit communities spark the ideas and behaviors that ripple outward into mainstream trends. They are where new cultural codes are tested, refined, and amplified by the algorithm.

At Horizon Futures, we’ve been expanding and refining our Subculture Library since 2022 by tracking how they evolve, converge, and influence broader culture. And this year, we’re observing a defining tension: 1 in 3 Americans worry AI will erode shared cultural moments, while simultaneously wanting AI to help them go deeper into the communities they care about. Culture is becoming more personalized and more fragmented at the same time, leaving people searching for identity anchors and shared meaning.

Why Marketers Must Follow the Niche, Not the Norm

The “mainstream” no longer exists: 61% of U.S. adults say there’s no such thing as mainstream pop culture anymore, a +15% sentiment increase since 2023. In its place, people are craving spaces that feel real, aligned with their values, and emotionally validating—45% say their identity is defined by the communities they share passions with.

At the same time, algorithmic overload is leading to intentional discovery. 69% say they’re tired of their feeds showing them the same content over and over. In response, they’re rediscovering joy in randomness, remixing, and exploring niche rabbit holes. This means the path to attention is not mass reach—it’s cultural specificity.

This field guide will show brands how to plug into the cultural engine, translating subculture insight into ideas, partnerships, and media that stick.

A Glimpse into the Nine 2025 Subcultures:

• Extreme Regimers: Fusing high-performance skincare, wellness tools, and makeup into all-day rituals, they approach beauty like a competitive sport, chasing glowing results as proof of discipline and self-worth.
• Snaptrippers: Pushing back on rising costs and limited PTO, this group embraces quick overnights and one-day adventures to satisfy their travel itch without blowing their budgets.
• Code Weavers: Incorporating traditional Hispanic heritage details into corporate attire, Code Weavers challenge workplace norms by infusing cultural pride into blazers, dress pants, and other professional wear.
• Living Historians: Drawing inspiration from the past, they embrace slow, intentional practices—from period clothing to candlelit reading—that preserve heritage and add meaning to daily life.

Download the full report below.