What do modern consumers, especially Gen Z and Millennials, demand from luxury brands?

Modern consumers, particularly those from Gen Z and Millennials, place a high value on transparency and authenticity from luxury brands. This demand stems from a shift in consumer behavior, where individuals seek brands that not only represent quality and status but also align with their personal values and ethics.

Transparency involves brands being open about their sourcing, production processes, and overall business practices. This is critical for younger consumers who prioritize ethical consumption and want to ensure that the brands they support are socially responsible, environmentally sustainable, and genuinely committed to their stated values. Authenticity speaks to the need for brands to have genuine stories that resonate with consumers, fostering a deeper emotional connection.

As a result, luxury brands that communicate their values clearly, uphold ethical practices, and provide consumers with a sense of trust are more likely to succeed in this highly competitive market. This focus on engagement and integrity distinguishes modern luxury marketing from past strategies that relied more on traditional approaches without consideration for these evolving consumer priorities.