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...

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...

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...