In this episode of Ripples, hosts Lance and Cecelia dive into the microcultures that defined 2024, unpacking how microcultures like the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls shaped the year’s cultural and commercial landscape. From Taylor Swift's fandom generating an estimated $5 to $10 billion in economic impact to anime's shift from niche obsession to mainstream fashion staple, they reveal how these groups influenced everything from marketing strategies to product development. They explore how Spicy Lit, driven by passionate readers on social media, revolutionized publishing and boosted retail profits, while Coastal Cowgirls fused Western charm with coastal chic, redefining fashion aesthetics. Oh, and of course Brat girls got a mention. It's clear why understanding these microcultures is crucial for marketers moving into 2025. 
Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

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