The Ambition and Appinio: Hiphop heavily influences what Gen-Z buys
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.
Subscribe to our newsletter for updates on Hiphop business, street fashion, arts, and culture.