what comes after the hipster?

K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the... See more

Yes, this is 2024, where life increasingly feels like a huge in-joke that started on the internet. Once upon a time we had subcultures: punks and goths, hippies and emos. Now we have Gen Z’s perceptive trendspotters pinpointing a style or a mood that is sweeping the zeitgeist, coining a label for it — often with the suffix “-core” — and sharing it... See more

The hipster was an information-sorting algorithm: its job was to always have good taste . The hipster listened to bands you’d never heard of. The hipster drank beers brewed by Paraguayan Jesuits in the 1750s. The hipster thought Tarkovsky was for posers, and the only truly great late-Soviet filmmaker was Ali Khamraev. The hipster bought all his... See more

When we’re feeling lonelier than ever, trapped within our cages of niche identities and alternative tastes, it’s refreshing to fall in line with the crowd. As we melt into one big, gooey puddle of shared interests, jobs, and outfits, there’s camaraderie in liking what everyone else likes.

If you are reading this, you likely grew up in an era in which irony was the primary way of engaging with the world. Not only did it have to do with goods, but was (and continues to be) pervasive in interpersonal relations. Asserting one’s individuality and refusing group labels on principle is not unique to hipsters but can be seen in dozens of... See more

In the post-hipster era, you listened to what Spotify told you to listen to. If you read a book, it was because the precise pattern of blobby pastel-coloured shapes on its cover contained coded instructions to TikTok’s algorithm that sent it zooming to the top of your feed. Your tastes and preferences were decided for you by vast crystalline... See more

Clearly the cultural pressure to achieve a unique self is old, strong, and not unique to hipsters, so why did the authenticity drive spin out of control after CE 2000? One possible reason is that the hundreds of studies on authenticity in tourism and subcultures have also been read and in many cases sponsored by business thinkers who directly... See more