Afropunks May10

Afropunks

Influential, artistic and politically engaged, Afropunks embody a bold new approach to identity, music, art and fashion. In the ninth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson looks at a new brand of ‘black cool’ that comes in many different...

United States in 2016 Apr13

United States in 201...

How are citizen journalists challenging traditional media? Why are grandparents becoming a more important part of the family? And why are students under more pressure than ever? This Cultural Snapshot uses local statistics and case studies to explore the behavioural norms shared by...

Macy’s One Below Feb16

Macy’s One Below

Macy’s One Below: bringing Gen Y back to the racks As older Gen Yers achieve stability in their personal lives and careers, they’re finally reaching their peak consumption years. Facing stiff competition from online retailers and fast fashion giants, Macy’s is hoping to bring these...

Finsta Dec04

Finsta

Finsta: teens keeping it real online Documenting one’s life through Instagram snaps has become a daily ritual for teens; 52% of 13- to 17-year-olds in the US have an account. Yet the pressure to maintain a picture-perfect digital presence is driving many to open ‘Finsta’ accounts,...

Neat Geeks Nov03

Neat Geeks

Teen America: Neat Geeks From Coasties to the Americana, the US is home to a range of teen subcultures. In the fifth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson explores the Neat Geeks, mega-fans who live to collect toys and pop culture novelties. Is the big kid...

Americana Oct02

Americana

The Americana From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the fourth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson examines the Americana – teens looking to mid-century America for their inspiration. Can they bring hand-crafted...

Alpha Achievers Sep02

Alpha Achievers

Teen America: Alpha Achievers From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the third of a series exploring Gen Z and Gen Y tribes, Andrea Graham Richeson delves into the overscheduled world of Alpha Achievers. Do these ambitious teens embody the model...

American Summer Aug21

American Summer

How American teens are spending their summer Sleeping in, driving around town and going to the beach – this is what American summers are made of. Or at least they used to be. Today’s hyper-driven teens don’t have time to be lazy, instead optimising their vacations and college...

Nashville Rebricked Aug14

Nashville Rebricked

Nashville’s been LEGO-fied y’all! Check out all your favorite Nashville characters and moments re-imagined with LEGO® bricks and minifigures! Nashville Rebricked, is a fan art and fundraising project created by consumer anthropologist (and Nashie) Andrea Richeson, that utilizes LEGO®...

K-poppers Jul24

K-poppers

From Fangirls to Coasties, the US is home to a colourful range of teen subcultures. In the second of a series exploring Gens Z and Y, Andrea Graham Richeson takes a look at Korea-obsessed K-poppers. How’s this group changing what it means to be a consumer in an increasingly global...

The Coasties Jun01

The Coasties

From Fangirls to JK Poppers, the US is home to a range of teen subcultures. In the first of a series exploring American Gen Y and Z tribes, Andrea Graham – founder of Youth Tribes – delves into the sun-bleached world of Coasties. How is this group redefining the beach and action sports...

Moving South Mar31

Moving South

Why Americans, young and old, are heading South Drawn to a warm climate, Southern hospitality and economic opportunity, 1.2 million people left the Northeast and Midwest for the Sun Belt states between 2010 and 2013. But how will this mass migration to the South shape America’s urban...

Peer-produced Content Mar02

Peer-produced Conten...

Why Gen Z prefer peer-produced content Did YouTube kill the Hollywood star? According to a recent study by Variety, the five most influential figures among Americans aged 13-18 are all YouTube vloggers. [1] Drawn to the friendly and relatable nature of vloggers and internet stars, Gen Z has...

Gen Z and Media Feb27

Gen Z and Media

How will Gen Z change the future of media? If you want to peek into the future of media, take a look a twelve-year-old’s iPad. Gen Z – those born in 1995 or later – spend an average of 35 hours a week consuming media, an increasing amount of time of which is spent in front of a tablet...

Modern Preps Jan16

Modern Preps

With a taste for high status, yet understated, luxury goods, the ‘Modern Preps’ are the most affluent of US youth subcultures. In the eighth of a series exploring Gen Y and Z tribes, Andrea Graham Richeson examines whether this group’s influence and purchasing power can keep legacy...

Virtual Economy Jan07

Virtual Economy

How Gen Z is making real money on virtual goods Generation Z helped bolster the revenue of video games and downloadable content to $50 billion in 2014. Older gamers hate the very existence of microtransactions in gaming. But Gen Z are not only enthusiastic consumers of virtual goods, but also...

Geek Parenting Oct23

Geek Parenting

How geek parents are reinventing family time In 2013, Gen Y helped grow sales of licensed merchandise to $51 billion in the US and Canada. Determined to raise their children in their own geeky image, Gen Y parents are introducing them to their pop-culture interests at a young age. How are...

Mash Up Tees Sep05

Mash Up Tees

TeeFury: bringing fan art mashup tees to the geeky masses In 2013, sales of licensed character-related products rose for a third consecutive year, and accounted for $2.66 billion in royalty revenues and an estimated $51.44 billion in retail sales in both the US and Canada. [1] Although young...

All Things British Sep02

All Things British

Why American teens are mad for all things British Britain exports more TV to the US than ever before, and 14% of all albums sold in America are by UK artists. Over 80% of young Americans see the UK’s world influence positively, compared to only 66% for their own country. But...

Internet Famous Aug19

Internet Famous

Why teens would rather be internet famous   Nearly 40% of teens claim they could make money by creating YouTube videos. The success of social media stars like Bethany Mota shows that celebrity endorsements aren’t influential as they used to be. Today’s teens want...

Insights from the Frontlines: Ep4 Jan14

Insights from the Fr...

Youth culture researcher Andrea Graham and Freddie Benjamin bring you the latest news and insights from the youth culture research field. In episode four we discuss: Tinder, rejection and the appeal of social dating apps Crowdsourced apps empowering users and their rights to public...

Pre-nesting Jan05

Pre-nesting

Pre-nesting: the path to Millennial adulthood Testing and Pre-nesting, is the Millennial generation’s first choice when approaching adult. The micro steps towards adulthood, experiment with different living arrangements and life experiences, and ultimately affects their spending...

Vloggers Jan05

Vloggers

Multi-Channel Media Mavens: Vloggers and the power of influence Millennials media consumption preferences are changing. No longer restricted to preset airing times, multi-screen Internet video streaming has displaced television and cinema films as the Millennials preferred medium for...

Iwatobi Swim Club Aug01

Iwatobi Swim Club

Japan’s creative media industry is often delightfully (and perhaps at times, stubbornly) unaware of it’s Western fan bases. In times past, Western Otaku have often had to suffer through intermittent releases of their favorite anime, manga and video games, only to be ultimately...

YouTube’s Narnia May21

YouTube’s Narn...

The Narnia of YouTube Deep within YouTube, hidden under all the layers of viral videos, promoted content, and other visual curiosities, lies an indie music Valhalla known affectionately by its hip denizens as the Narnia of YouTube. Praised by indie music fans as a “mystical journey of music...

Insights from the Frontlines: Ep3 Apr20

Insights from the Fr...

Youth culture researcher Andrea Graham and Freddie Benjamin bring you the latest news and insights from the youth culture research field. In episode three we discuss: Why internet fame is important to young people Vloggers as influencers How young car buyers are looking for belonging, not...

Crowdfunding Apr12

Crowdfunding

With today’s rapidly advancing technology, innovation comes hard and fast. It’s no surprise people are finding new ways to sell things, but for many, it’s not about greed. New ways to buy and sell electronic goods have reached a new wave of consumers. Possibly more important than that,...

Indie Games Apr12

Indie Games

At the 2012 Independent Games Festival at the Game Developers Conference, buzz among upcoming indie games reaches a fever pitch. Famously captured in the indie documentary hit Indie Game the Movie, gamers and indie developers flood into the conference center excited to play and demo the...

Adventure Time Apr06

Adventure Time

Despite what you may have heard about Cartoon Network’s wildly popular animated cartoon Adventure Time, this show is definitely not just for kids. With an all-ages fanbase, and a ever growing fandom, Adventure Time is one of the biggest television shows on air today. Drawing in an...

Homestuck Mar19

Homestuck

Let me tell you about Homestuck… By Youth Tribes contributor Will Uhl After dominating over half of Tumblr, overwhelming Newgrounds’ servers and racking up just under $2.5 million on Kickstarter, it’s not hard to believe internet sensation Homestuck has a dedicated following. It’s...

Mini Cruisers Mar18

Mini Cruisers

The rise of  the Mini Cruiser At a high school in Kaneohe, Hawaii, a stack of rainbow colored skateboards four-foot high stands in the corner of school’s administration office. School policy requires students to leave their skateboards at the central office during school hours, but after...

Tumblr Couples Mar10

Tumblr Couples

Love in the Time of Tumblr: 14-year-old Jenna props her head up on her hand and scrolls through her Tumblr feed, stopping to click on an animated gif of a young couple clutched in a embrace. She sighs deeply and says, “God! I wish I had a boyfriend like that. Ugh. I want their life!” She...

Insights from the Frontlines: Ep2 Feb14

Insights from the Fr...

Youth culture researcher Andrea Graham and Freddie Benjamin bring you the latest news and insights from the youth culture research field. In episode two we discuss: Do youth prefer offline or online experiences? The importance of social gaming Music festivals and the importance of...

Spring Fashion 2013 Jan29

Spring Fashion 2013

Spring Fashion: Getting the Look at the Right Price Much more than just a pretty price point: Millennials are embracing budget brands for their springtime adventures. As spring makes its fast approach, young people across America are beginning their annual layer shed, eagerly exchanging...

Insights from the Frontlines: Ep1 Jan28

Insights from the Fr...

Youth culture researcher Andrea Graham and Freddie Benjamin bring you the latest news and insights from the youth culture research field. In episode one we discuss: Role of Facebook, Instagram and Pinterest in Prom preparation among teens in the US Privacy and Snapchat leaderbards How teens...