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🌟 Unveiling Gen-Z's Luxury Aspirations: Insights from My Latest The Drum Article

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.

https://www.thedrum.com/opinion/2024/01/08/deciphering-gen-z-targeting-and-segmentation-must-evolve-with-the-times

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