The study shows:
- 55 % of Gen Z (1997-2006) associate themselves with hip-hop culture.
- Among millennials (Gen Y, 1981-1996), the figure is 51 % – almost on a par with the younger generation.
- 29 % of Gen X (1965-1980) also feel connected to hip-hop.
- Even among the Baby Boomers (1950-1964), 13 % still identify with the movement.
These results show that hip-hop has evolved from a subculture to a cross-generational force. The high popularity among Gen X and baby boomers in particular will surprise decision-makers, as hip-hop is often associated purely with youthful rebellion. However, these generations have grown up with the birth of the culture – for many of them, hip-hop is not just a phenomenon, but a part of their lives.
From subculture to universal power
While Gen Z lives hip-hop as a lifestyle and millennials see it as formative for their identity, the influence on Gen X and baby boomers is also significant. The data shows that hip-hop creates an emotional connection between the generations. Gen X, the first “hip-hop parents,” have passed on their love of the culture to their children. Baby boomers who witnessed the beginnings of Run DMC or Public Enemy appreciate the rebellious spirit and social attitude that hip-hop embodies.
What this means for marketing
Hip-hop offers brands the opportunity to reach target groups across generations – with emotional relevance and cultural authenticity. These three principles are what make hip-hop so valuable for marketing:
- Creating cultural proximity: Brands that understand hip-hop culture can tell stories that not only appear “cool”, but are also credible and authentic.
- Connecting generations: Hip-hop is the bridge between young and old. A brand that uses this connection can place products and messages that resonate across generations.
- Arouse emotions: Hip-hop speaks to people’s hearts. A well-executed activation can not only attract attention, but also create long-term loyalty.
Culture marketing influences purchasing decisions
Brands that get involved meet a target group that is open to culture marketing: one in three people (32%) who feel part of hip-hop culture say that culture marketing – for example hip-hop influencers – has a significant influence on their own purchasing decisions. Among those who have no connection to hip-hop, the proportion is around 25 percentage points lower.
Conclusion: A culture with a future
Hip-hop culture is no longer a youth phenomenon. It is a universal tool for brands to create emotional closeness, cultural relevance and cross-generational communication. Brands that recognize this opportunity and use it authentically have the chance to establish a deeper connection with their target groups. It is not just the big, established brands for which positioning can be relevant. More than two thirds (68%) of hip-hop aficionados like to try out new brands, which means there is also potential here for smaller brands or start-ups.
Decision-makers with budget responsibility should therefore ask themselves: How can my brand become part of this movement and benefit from the emotional power that hip-hop offers?
* Brand expert and GWA board member Phillip Böndel After several successful years as a consultant to Germany’s best-known rappers, he expanded the digital department of the Butter. agency from 2014, was appointed to its management board at the end of 2017 and is now co-owner & CMO of the agency. Since the beginning of 2021, he has been co-founder and CEO of Germany’s first Consulting firm for hip-hop culture The Ambition.
* Philipp Schneider has worked in various marketing roles for the online market research company YouGov since 2015. As Head of Marketing DACH & Nordics, he is currently responsible for corporate communications in the regions.
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