
Published 06 October 2025
In a world saturated with mainstream content, niche hobbies, quirky subcultures and uncommon identities are now badges of authenticity and character. What was once considered ‘weird’ and ‘other’ is now celebrated, with online and offline communities crystallising around obscure pastimes and ideals. By endorsing and amplifying these cohorts, brands can champion their hyper-individuality and become social and cultural ‘sponsors’.



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Cruises are supercharging their entertainment offerings and introducing unique itineraries to align with the passions of different cohorts, from ardent sports fans to flavour-curious foodies. Furthermore, ethically minded passengers will be reassured to learn about the industry’s advancement with lower-impact vessels...