In my newest article for The Drum, I explore the earnest pursuit of luxury by Gen-Z and its role in symbolizing their social mobility. This demographic views luxury not as a trivial indulgence but as a meaningful testament to their aspirations and achievements. I discuss why presenting luxury in a tongue-in-cheek, comical manner can undermine the serious ambitions of these young aspirants.
Discover how luxury brands can authentically engage with Gen-Z by recognizing their pursuit of luxury as a symbol of progress and success. Read the full article here for in-depth analysis: Deciphering Gen-Z Targeting and Segmentation.
