# Horror Culture The Millennial fear of "adulting" is perpetuated with ominous pop culture themes. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Apr 24, 2019 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/horror-culture ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## What is the Horror Culture trend? **Horror Culture:** As 90s nostalgia continues to be embraced, brands are going a step further to reimagine classic, wholesome pieces from art and pop culture in dark, distorted ways. We're seeing the reinvention of retro television shows and games to darker versions of their predecessors, providing a new and contemporary way to enjoy childhood classics while subverting retro traditional ideas. ## The consumer insight behind the Horror Culture trend Millennials looking to fully embrace adulthood are attempting to move on from their past by adopting rituals and consuming products more aligned to their age bracket. Despite this desire to adhere to "adulting" practices, a need to maintain an element of familiarity to one's childhood memories persists. That need for familiarity or an escape from real-world responsibilities stems from the influx of stress and anxiety that often coincides with adulthood. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 15 to Jun 13, 2019 - Published: Apr 24, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Horror Culture trend ### Dark Distorted Retro Culture Brands reimagining classic, wholesome pieces from art and pop culture in dark, distorted ways. ### Immersive Horror-Themed Experiences Pop-up activations and bars inspired by nostalgic horror films, offering immersive experiences for horror film buffs. ### Location-Based RPG Puzzle Games Mobile games that incorporate location-based technology to provide a rich and intense supernatural adventure. ## What the Horror Culture trend means for industry ### For Entertainment Create immersive experiences and mobile games inspired by popular TV shows and nostalgic horror films. ### For Hospitality Design bars and restaurants that offer immersive themed experiences for different age groups. ### For Tech and Mobile Incorporate location-based technology and snack-sized entertainment into mobile games. ## Workshop question How can you help younger generations to be more accepting of their adult status? ## Trend signals for Horror Culture Trend score 3.8 out of 10, from popularity 53%, activity 53%, freshness 8%. - Popularity: 53% - Activity: 53% - Freshness: 8% ## Examples of the Horror Culture trend 4 featured examples from Apr 15 to Jun 13, 2019. - [Immersive Horror-Themed Activations](https://www.trendhunter.com/trends/i-like-scary-movies): The I Like Scary Movies Experience Celebrates Nostalgic Films (Category: Pop Culture) Implication: Disruptive innovation opportunity for entertainment companies to create immersive horror-themed activations that draw in audiences. - [Nostalgic Horror-Themed Bars](https://www.trendhunter.com/trends/the-monster-club): Nebraska's The Monster Club is Inspired by Retro Films and TV Shows (Category: Pop Culture) Implication: Creating horror-themed bars can disrupt the traditional bar scene by offering unique and engaging experiences for customers. - [Location-Based RPG Puzzle Games](https://www.trendhunter.com/trends/Location-Based-RPG-Puzzle-Game): Next Games and Netflix Launched a 'Stranger Things' Mobile Game (Category: Tech) Implication: Disruptive innovation opportunity: Combine gaming and entertainment industry by creating location-based mobile games that leverage popular shows or movies. - [Nostalgic Series Events](https://www.trendhunter.com/trends/spellman-house): The Spellman House Was Recreated by UBC for the Premiere of Sabrina (Category: Pop Culture) Implication: The entertainment industry can leverage nostalgic series events to create immersive experiences for fans and increase engagement. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)