Hippies: A Subculture Study
For a whole semester we researched the Hippie community. Getting into the nitty gritty of what it means to be a modern-day hippie, what draws them in, and what pushes them away
What is a Modern-Day Hippie?
The meaning of the term “hippie” continues to evolve with the times. But what does it really mean to be a hippie today? With fashion brands marketing clothing as “hippie style,” it’s worth asking—do we even understand what that label represents anymore? To explore this question, we conducted multiple interviews, two field studies, and a comprehensive deep-dive interview
Findings:
The heart of the hippie movement—peace, love, and intentional living—remains, but today’s expression looks a bit different
Sustainability
Original hippies embraced off-the-grid living and rejected consumerism. Modern hippies prioritize conscious choices like thrifting, reducing waste, and supporting sustainable brands
Spirituality
Once rooted in psychedelics and Eastern philosophy, today’s spirituality leans into mindfulness, wellness, and self-awareness
Community
Communes have evolved into intentional connections—through local circles, retreats, festivals, or online spaces focused on inclusivity and shared values
Expression
While the fashion remains inspired by the past, today’s hippies choose personal, ethical style—thrifted, handmade, and meaningful
The call to wander never fades.
From barefoot hitchhikers in the '60s to today’s vanlifers and digital nomads, the hippie spirit lives on—driven by freedom, purpose, and a deep desire to explore beyond the ordinary. Styles shift, tools evolve, but the heart of it—connection, curiosity, and self-discovery—remains timeless
The Ask:
After months of exploring what it means to be a modern-day hippie, we were tasked with creating a creative brief aimed at increasing Subaru’s brand awareness and driving sales among adventure-seekers and mindful explorers
Insight:
Subaru and the modern hippie spirit are kindred forces—both rooted in a love for freedom, exploration, and connection. For those who see life not as a destination, but a journey, Subaru is more than a car—it’s a trusted companion on the road to self-discovery.
“We don’t just travel—we seek. We aren’t lost; we’re free. Our home is wherever the horizon leads.” — A Self Proclaimed Modern Hippie
The Opportunity
Today’s hippies are mobile minimalists and purpose-driven travelers. They reject the conventional idea of being tied to one place, instead opting for a life on the move—living simply, mindfully, and meaningfully. Subaru has the chance to become the go-to vehicle for this growing community, symbolizing freedom, sustainability, and adventure.
The Strategy:
Position Subaru as the ultimate road trip companion—your reliable home on wheels for life on the move. More than transportation, Subaru takes you where you’re meant to be, fueling freedom, connection, and unforgettable journeys.
Rationale:
Subaru is already known for love, loyalty, and the great outdoors. As van life and mobile living surge in popularity, especially among conscious, free-spirited consumers, Subaru is perfectly poised to meet this moment. With rugged capability, eco-conscious values, and community-driven branding, it can champion this movement—and ride alongside it.
