Arthur Zaczkiewicz

Millennials, Gen Z Redefine Luxury: Experience, Identity, and Meaning

Millennials, Gen Z Redefine Luxury: Experience, Identity, and Meaning

New consumer research from marketing services firm Assembly Europe reveal consumer behavior patterns of Millennials and Gen Z that “is challenging long-held [luxury] industry assumptions — prioritizing experience, identity and meaning over exclusivity, craftsmanship and prestige alone.” Due to this shift, researchers at Assembly said the younger generations are redefining luxury. The report, titled the…

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