I think being counter culture nowadays means creating instead of consuming.
We all know America (and the world) is a culture of consumers. On a large scale, we take the natural resources of the planet and convert them into products that consumers (us) buy. There’s a reason when we talk about the economy, we citizens are called “consumers” because we are literally consuming the resources of the planet that we’ve turned into products.
But consuming not only happens when you buy something. You scroll TikTok, you consume. You scroll IG, you consume. Twitter, Reddit, SnapChat, the internet as a whole. It’s short bits of entertainment meant to be easily consumable that you digest for half a second, forget about, and then move on.
This theme of everyone living their lives by purely consuming and not creating is something we’ve seen in movies like Wall-E and Idiocracy. (And in both those films the citizens had to learn to create again to regain their humanity.)
The system itself, is designed for consuming. So counter culture then, must be creating.