This was already being talked about in the mid-naughties in "The Rebel Sell: How The Counter Culture Became Consumer Culture" by Heath and Potter. Had a big influence on me as a teenager.
Look into the origin of The Sex Pistols some time: the "anti-consumerist" so-called punk band was literally created by a fashion label to sell clothes.
The process is called recuperation: under modern capitalism, the capitalist will not just sell you the rope to hang him with, he will also sell you the prop guillotine, the Che Guevara shirt and the music and movies that let you safely live out your fantasy from the comfort of your own home. It's impossible to create truly anti-capitalist media because anti-capitalist media has become just another product to consume. The machine will gleefully support you in raging against it as long as you do it in a way that contributes to it.
In the end, this is what killed hipster culture: if you want indie bands, the market will happily provide you with thousands of them, all "unique" but interchangeable. If you want "artisinal" products, the market will happily produce them at scale. By buying a product you directly contribute to its popularity and mass market appeal.
There's plenty of counter culture, it's just not being promoted by radio and TV anymore. Tell people proudly that you have stopped paying taxes and that they should too, and see how they react. Tell people you didn't take the vaccine or that you home school your children.
Unfortunately, as things like irreligion, tolerance for sexual minorities, or left-wing economics became more mainstream, it is now, among the youth, incredible as it may sound, counter-culture to be reactionary. A reverse 1960s of sorts.
That happened when the yuppies in the 1980s rebelled against their hippie parents and embraced Reaganomics. They made a whole sitcom about it (Family Ties.) Of course nowadays Alex P. Keaton would be an incel flogging NFTs and MAGA conspiracy theories and collecting Nazi memorabilia. History doesn't repeat but it does spiral.