SURVEY
The Ambition and Appinio: Hiphop heavily influences what Gen-Z buys
From niche to mainstream
Hiphop culture has evolved from being a niche over the past two decades and is now established in mainstream (pop) culture. Generation Z is the first to grow up with Hiphop as an omnipresent culture.
The Ambition and Appinio got together for a survey to analyze the influence that Hiphop has on Gen-Z. For that, we took a look at 14- to 24-year-olds and how culture influences the purchasing behavior of young consumers in a new study. We presented our results at the OMR Festival and exclusively on HORIZONT Online in advance.
Hiphop dominates in Gen-Z
Our results speak for the culture. Almost two-thirds of Gen-Z describe themselves as followers of Hiphop culture. For example, our study shows that 99% of all Gen-Zers like at least one component of hiphop culture.
Hiphop determines buying behavior. Almost 70% of Hiphop followers observe this influence in themselves. Hiphop fans from Gen-Z spend an average of around 38% of the money they have freely available on things related to Hiphop. The number of Gen-Zers who spend at least half of their discretionary money on Hiphop: also 38%. Even those who are explicitly not Hiphop fans still spend an average of 18% of their free money on such products. This results in enormous direct purchasing power.
After all it’s all about community and belonging: For 60% of Gen-Z, the cultural trend they feel they belong to influences which brands they like. Among followers of Hiphop culture, the figure is as high as 77% in Gen-Z. This means that popular culture – and for 65% of Gen-Z this means Hiphop culture – has a greater influence on brand preferences than influencers. Around 60% of Gen-Z find artists more credible than influencers.
All about Hiphop
To summarize:
- Hiphop dominates in Gen-Z
- Hiphop has a powerful influence on Gen-Z’s brand preferences
- Hiphop has a an impressive influence on Gen-Z buying behavior
It’s clear: companies urgently need an answer to the question of where their touch points with culture are and how to authentically activate them.
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