What demographic trend is influencing the luxury market according to McKinsey's 2025 report?

The influence of younger consumers on luxury expectations is significant, as outlined in McKinsey's 2025 report. This demographic trend highlights how millennials and Generation Z have distinct values, preferences, and shopping habits that are reshaping the luxury market. Younger consumers prioritize authenticity, sustainability, and social responsibility, which drives luxury brands to innovate and respond to these values. They are also more engaged in digital platforms and social media, leading brands to enhance their online presence and digital marketing strategies to cater to this audience effectively. As a result, understanding and catering to the expectations of younger consumers becomes crucial for luxury brands aiming to remain relevant and appealing in a competitive marketplace.

The other trends do not align with the major shifts described in the report. For instance, older consumers are often associated with traditional shopping, and the luxury market is largely adapting to cater to younger demographics. Wealthy individuals are increasingly embracing online shopping rather than disregarding it, and luxury brands are focusing on affluent buyers rather than middle-income segments, who generally do not have the same purchasing power for high-end products.