“You are such a hipster.” “I am not a hipster. I am just me,” my sister replied, trying to be ironic (hallmark hipster trait), Her response proved my point seeing as according to The Hipster Handbook, ”a hipster never admits to being a hipster,” (Lanham, 2003). Still, I made a vain attempt to define it for her. This task was far more difficult than I had suspected…
Attempt A: A subculture of upper and middle class over-educated youth rejecting (or pretending to) social mores and norms. Attempt B: Self-proclaimed nonconformists conforming to a new set of “counterculture” rules. My sister looked at me with eyes that said, “seriously?” Attempt C: Hipsters are defined by a certain characteristic sartorial choice including but not limited to skinny jeans, deep V-necks, scarves, messy hair, and obviously vintage-looking (emphasis on looking) handbags. Looking at her outfit, she was caught red-handed, but still appeared to disagree. So, I resorted to the number one authority on definitions: urban dictionary. I read this aloud: a subculture of men and women typically in their 20′s and 30′s that value independent thinking, counter-culture, progressive politics, an appreciation of art and indie-rock, creativity, intelligence, and witty banter. And then, I showed her this YouTube video… I recommend it for those seeking a more comprehensive (and hilarious!) explanation of this cultural phenomena.
Hipster (Urban Dictionary): A subculture of men and women typically in their 20′s and 30′s that value independent thinking, counter-culture, progressive politics, an appreciation of art and indie-rock, creativity, intelligence, and witty banter.
Now, why is this relevant to a market research blog? Well, yes ok, it involves Gen-Y, but it is more than that… The emergence of the hipster trend is indicative of a greater cultural shift towards counterculture and anti-consumerist notions. We are seeing these trends on a nationwide scale, consider the Occupy rallies as exhibit A. Or the sudden couponing craze, exhibit B. Or the reintroduction of vintage into mainstream fashion, exhibit C (Penelope Cruz in a vintage dress at the Oscars in 2009, the popularity of “Fashion Hunters” a reality show about a designer second-hand store in Manhattan). My point is these seemingly innocuous bunch have (intentionally or not) set forth ideas that have permeated the mainstream. And tapping into their buying behavior is not a task for the feeble.
Check out the approach of this Australian ad by Honda. I’d be interested to know how many hipsters actually enjoyed this ad. I would argue that non-hispsters likely enjoyed this advertisement more than the hipster demographic due to the almost-mocking use of magnified stereotypes. And the fact that many hipsters don’t have TVs. That said, take a look at this hilarious mock-up by Kurt Snibee. While it may not be a real ad campaign, it cuts to the heart of what we as researchers must do… Take the time to understand the consumer.
As the case is with my sister and her hipster friends, often the consumer doesn’t understand him or herself.
Written By: Margo Aaron, Research Consultant
References: Lanham, R. (2003). The Hipster Handbook. New York: Anchor Books.