Optimistic identity, 'nesting' customers and social responsibility – consider the impact of evolving Luxury behaviors for your audience in Canvas8's latest snapshot report.
After a year at home without the traditional routes to luxury purchasing, Gen Zers are embracing the joy of spending again – whether that’s through mystery boxes, new brand experiences, or splashing out on offbeat items. They’re looking for high-end brands to be more playful and help them signal a more optimistic identity.
In this 2021 snapshot of Luxury, we explore how are light-hearted luxuries sparking a sense of joy? Why are HNWIs prioritizing fairness and equity in their purchases? How has provenance come to be a signifier of quality? And why are some people viewing personal space as a luxury in itself?
The report contains 4 key themes to track, 1 featured expert and 8 brand case studies.
Novel, playful products are sparking joy for Gen Zers
Privacy and seclusion are giving people peace of mind
HNWIs want to invest in compelling and authentic stories
People want high-end brands to pass profits down the line
