HIGH GOTHS: THE NEW SUBCULTURE DRIVING THE NEXT PARADIGM SHIFT IN CONSUMPTION

Friday 10th October, 2025

Greenbook Insights

Headquartered in New York City (New York, USA), with a global reach and reputation, Greenbook is one of the leading voices in market research and consumer insights. In their own words, they aim to 'inspire, inform, and connect insight professionals across the globe through [their] online directory, webinars, virtual learning, trend reports, articles, and the Insight Innovation Exchange (IIEX) conference series'.

TFTK founder Lida Hujić was honoured to take the stage at IIEX Europe 2024 to present the preliminary research into the next generation of trend-setters, the hidden influencers shaping future mainstream tastes and consumption patterns. The great feedback from delegates was an added motivation to develop an in-depth study, based on the paper presented. The study is entitled Never Conform . It uncovers the next cool cycle of reinvention, featuring the next generation of Innovators (Alphas) according to the-first-to-know model of innovation diffusion. It is the 3rd in the 'saga' beginning with The First to Know, followed by The 2.5% . Passion-led for non-conformists who challenge the status quo for the better good, the-first-to-know model also proves, once again, how accurate it is when ti comes to spotting small signs of big change early on! Be there, or be square!

The High Goths article is a summary based on Never Conform.