In my latest contribution to The Drum, I delve into the genuine quest for luxury among Gen-Z and how it serves as a marker of their upward social trajectory. For this group, luxury is far more than mere extravagance; it's a profound reflection of their goals and accomplishments. I explain why treating luxury with a light-hearted, humorous approach might not do justice to the deep-seated ambitions of these young individuals.
Find out how luxury brands can genuinely resonate with Gen-Z by acknowledging their pursuit of luxury as a milestone of advancement and achievement. Dive into the complete analysis in my article: Deciphering Gen-Z Targeting and Segmentation.
