The rise of ‘niche culture’  is reflective of a shift from demographics to psychographics, whereby groups of people no longer identify by their age or gender but rather their shared values and interests. It’s therefore no surprise that the individuals pursuing this new way of thinking are the ones that currently have the biggest buzz around their brands.

https://www.decode-mag.com/article/the-rise-of-niche-culture-and-how-it-defines-a-generation