Research · The New Ways of Luxury
The New Ways of Luxury
Explore the core values and primary interests of Gen Z, and learn how luxury brands can effectively connect with them.
Research · The New Ways of Luxury
Explore the core values and primary interests of Gen Z, and learn how luxury brands can effectively connect with them.
Interested in discovering more about how our contextual advertising can help elevate your brand?
For AdvertisersFor PublishersGet the latest news about contextual advertising straight into your inbox!
The luxury industry is thriving, and after a successful 2022, the market is expected to reach 305 billion euros in 2023.
The perception of luxury is fast-changing among Gen Z, which is posing a significant challenge for luxury brands. At the core, the luxury industry has very conventional values while Gen Z is breaking previously established ideas.
Gen Z has two unique behaviors:
Gen Z’s spending alone is set to grow 3x more than any other generation in the market.
Luxury brands need to change their marketing approach to reach Gen Z, or they risk losing immense profits by disregarding the interests of younger generations.
Where Gen Z meets Luxury
Key topics: Wellness, Ethical, Green
+65%
affinity with luxury when the content is related to Experiences
Key topics: Nature, Organic, Vegan
+52%
affinity with luxury when the content is related to Environment
Key topics: Accessories, Customization, AR and VR
+31%
affinity with luxury when the content is related to the Digital World
Key topics: Vintage, Second-hand, Sustainability
+160%
affinity with luxury when the content is related to Timelessness
The results
1.5x
more population below 24 years than traditional luxury
1.23x
more population below 34 years than traditional luxury
Let’s do business
Spain (GMT+1)
10:33
New York (GMT-4)
04:33
London (GMT)
09:33
Dubai (GMT+4)
12:33
Mexico (CST)
03:33
Brazil (GMT-3)
05:33