Culture as Currency: The Monetisation of Identity
Culture has always influenced commerce: the clothes we wear, the music we listen to, the food we eat. But in 2025, culture is not just context for consumption. It is the currency itself. Aesthetics, memes, and identities now drive purchasing decisions more than traditional advertising. Products are no longer just functional; they are badges of belonging.
This shift is transforming how brands operate. To win in the cultural economy, brands must understand how identity is created, traded, and monetised at speed.
Why Culture Now Equals Capital
Identity through aesthetics. Pinterest reports that 65% of Gen Z define themselves through aesthetics rather than fixed identities. From “clean girl” to “office siren,” digital aesthetics allow people to experiment with identity in fluid, performative ways.
Acceleration of micro-trends. TikTok can launch a micro-trend in 24 hours, and global supply chains are adapting to meet that demand almost instantly. Fashion Nova famously brings styles from TikTok to production in as little as 24 days.
Subcultures as markets. Communities once considered niche (gaming, K-pop fandoms, goth aesthetics) are now multi-billion-dollar industries. The “sub” has gone mainstream.
Historical Context: From Subculture to Marketplace
In the 20th century, subcultures such as punk, hip-hop, and skateboarding existed in resistance to mainstream markets. Today, subcultures and aesthetics are immediately commodified. The lines between underground and mainstream have collapsed.
This creates opportunity but also risk: commodification can drain culture of its meaning if brands enter without sensitivity.
Case Studies
Etsy: Thrives as a marketplace for niche aesthetics, from cottagecore jewellery to witchy home décor.
Rare Beauty: Markets itself not just as makeup but as a cultural identity around mental health and authenticity.
Balenciaga: Plays with internet irony and meme culture in ways that blur the line between high fashion and digital joke.
Nike: Continues to harness sport as cultural identity, embedding itself in everything from streetwear to activism.
K-pop merchandise: Demonstrates how fan culture can generate billion-dollar economies rooted entirely in cultural belonging.
Risks of the Cultural Economy
Trend fatigue. Micro-trends move so fast that chasing them can make brands look desperate.
Authenticity gap. Entering a cultural space without credibility risks backlash. For example, Pepsi’s infamous Kendall Jenner ad co-opted protest culture and was quickly condemned.
Over-commercialisation. When everything is commodified, audiences risk disengagement.
Implications for Brands
Learn cultural literacy. Hire culturally fluent teams who understand nuance.
Act selectively. Not every micro-trend needs a response. Choose where to play.
Enable identity. Products should serve as cultural badges, not just commodities.
Think long-term. Anchor in deeper cultural values (sustainability, inclusivity, creativity) while experimenting with fast-moving trends.
The Future of Culture as Currency
The next phase of cultural currency will see brands not only respond to aesthetics but provide infrastructure for identity play. Expect platforms to sell “identity kits” — bundles of fashion, digital assets, and experiences that align with emerging aesthetics.
Final Word
Culture is no longer just the backdrop to commerce. It is the economy itself. Brands that learn to treat culture as capital — investing carefully, authentically, and with fluency — will build relevance and resilience. Those that treat culture as decoration will struggle to survive.
