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Subculture Series: The Summer of Swifties

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YPulse’s Subculture Series shares deep dives into some of Gen Z and Millennials’ ever-evolving list of subcultures. This month, we’re taking a look at how Swifties have taken over this summer—and how brands can leverage this massive fandom…

TL;DR

  • Taylor Swift’s fandom has created a dedicated subculture that thrives on their emotional investment—especially online
  • Swifties believe in collective action and charity, something brands can incorporate into their own experiences
  • Authenticity is what wins over this subculture and helps it maintain its credibility
In the ever-evolving landscape of brand marketing, understanding and tapping into subcultures can be a game-changing strategy. One such subculture that has caught the attention of marketers this summer (and the entire world for that matter) is the “Swifties,” the fervent fanbase of global music sensation Taylor Swift. What sets Swifties apart from other music-based...

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