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The hipster is dead, and a new kind of customer is apparently to blame. Dubbed “Yuccies” (short for “Young Urban Creatives”), this new term is meant to describe people who share the characteristics of both yuppies and millennial hipsters.

In an article for Mashable, writer David Infante, a self-professed Yuccie, described this subculture as:

“A slice of Generation Y, borne of suburban comfort, indoctrinated with the transcendent power of education, and infected by the conviction that not only do we deserve to pursue our dreams; we should profit from them.”

Infante provides an irreverent list of defining Yuccie characteristics: a love for the TV classic Seinfeld and boozy painting classes and a yearning to visit Austin.

Not to be left behind, BuzzFeed created a mega-list of 99 things Yuccies are supposed to like, including:

  • Having a solid opinion about hot yoga
  • Taking it personally when someone says they don’t like Beyoncé
  • Creating their own vacation hashtag on Instagram
  • Remembering MySpace

Infante’s article quickly amassed an impressive 190,000-plus shares. Time, the Huffington Post and Business Insider ran follow-up articles.

For businesses, the fact that everyone’s talking about yuccies right now might makes it tempting to launch marketing campaigns aimed at this group. But the truth is that marketers have only a cursory understanding of this newly-identified group. So far, all the articles written about yuccies are opinion pieces—written by people who identify as yuccies themselves. Before Infante’s article, “yuccie” wasn’t even a term, so who knows if this is an actual subculture.

Before launching a marketing campaign featuring young, bearded creatives, it’s crucial to dig deeper and get to know the true motivations and attitudes of this audience. Marketers should also remember that “yuccies” is ultimately just another way of categorizing millennials. Before attempting to market to yuccies, hipsters, HENRYs or any other millennials, step back and get to know the customers you’re trying to reach. Solid marketing plans are built on a close relationship with a target market—which requires direct, ongoing engagement.

In the near future, now that the term has entered the mainstream consciousness, I have no doubt that enterprising marketers will launch campaigns aimed at yuccies. To pull it off, marketers need to do their own research before going after a subculture that may or may not exist.

The Everything Guide to Millennials

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