Do Next Gen consumers still use luxury brands as societal indicators of success and aspiration? What do these audiences want the brands they buy to say about them? Are they expressing their identities and individualism, or just living for the flex and trying to fit in with their chosen tribe?
The Next Gen relationship with luxury is complicated. They’re not a monolith, and one size doesn’t fit all. Opinions are conflicted; often even within the same individual. So to support our latest Next Agenda report, we spoke to four members of the Next Gen to shed some light on the dominant social codes of luxury consumption within this complex generation.
Real people, real time…realsh*t.