Cultural Intelligence

Striking the Right Balance: Engaging Gen-Z Luxury Aspirers Without Trivialising Their Ambitions

Check out my latest article for The Drum, where I delve into the intricate art of luxury branding for a unique demographic: Gen-Z Luxury Aspirers.

As a Gen-Z Luxury Aspirer myself, I seek brands that echo my ambitious spirit and elevate my status. But how can brands connect with me without undermining these aspirations? The key lies in blending humor with aspiration, offering a human touch without compromising the brand's luxurious and status appeal.

Check out the link to explore how luxury brands can navigate this delicate balance, enhancing engagement and fostering loyalty among Gen-Z Luxury Aspirers.