Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hyper-Niche
Community
In a psychographic-fueled world startups cater to hyper-specific groups.
4.5
Trend score
Trend
What is the Hyper-Niche Community trend?
Hyper-Niche Community: Modern consumers, specifically members of Generation Z, are more focused on individuality and acceptance than ever. Whereas social groups used to be formed by surface-level similarities such as financial background or gender, communities are forming around hyper-niche interests. This signifies a shift toward a post-demographic world based in nuance and personality as opposed to traditional segmentation.
Trend themes
Themes within the Hyper-Niche Community trend
Three behaviours holding the trend together01
Hyper-Niche Communities
As Gen Z moves towards a post-demographic world, brands can create hyper-niche communities based on individuality and nuance.
02
Lifestyle Magazines
Targeted at specific groups, magazines like MOT MAG and Anxy provide content related to mental health and conscious living for brands to explore.
03
Competitive Recreation
As Bad Axe Throwing and other competitive clubs gain popularity, businesses can create more recreation options in urban areas to attract adventure-seeking city dwellers.
Industry implications
What the Hyper-Niche Community trend means for industry
Where the trend changes the playbookFor
Wellness
Brands can cater to specific, niche interests like feminist cannabis or mental health to create wellness products and services that are tailored to individual needs.
For
Technology and Coding
Platforms like Moms Can: Code can provide opportunities for maternal coders who are new to the field, promoting inclusivity in tech and spurring growth in this field.
For
Sports and Entertainment
As traditional recreational activities like axe throwing become more popular, there are opportunities for new and unique recreational activities to be created in urban areas, providing a unique form of entertainment for city dwellers.
Workshop question
What is your brand doing to make your consumers feel adequately represented?
Trend signals
Trend signals for Hyper-Niche Community
Trend score 4.5 out of 10, from popularity 62%, activity 66%, freshness 8%.
Popularity62%
Activity66%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Hyper-Niche Community trend
5 featured examples from Jan 18 to Oct 31, 2017CategoryLifestyle
Competitive Axe Throwing Clubs
Bad Axe Throwing Brings a Canadian Pastime to Urban Communities
The rise of urban axe throwing clubs presents disruptive innovation opportunities in the entertainment industry, offering a thrilling and unique experience for consumers.
CategoryPop Culture
Mental Health Magazines
'Anxy' Covers Topics Like Anxiety, Depression, Anger, Trauma and Shame
Opportunity for innovative mental health publications to disrupt the traditional magazine industry and cater to an underrepresented audience.
CategoryMarketing
Vegan Lifestyle Magazines
MOT MAG Aims to Inspire Conscious Living Through Veganism
Disruptive innovation opportunity: Develop digital platforms or subscription-based models that cater to niche audiences and deliver personalized content.
CategorySocial Good
Maternal Coding Communities
This Online Community for Moms Focuses on Learning How to Code
Edtech startups can leverage the trend of maternal coding communities by creating tailored learning resources and support systems for moms interested in learning how to code.
CategoryBusiness
Feminist Cannabis Communities
'Cannabis Feminist' Unites Businesswomen in Cannabis for Health
The cannabis industry is still underdeveloped and has room for innovation, especially in the areas of health and wellness products.
