Luxury has always been a reflection of cultural aspiration. It tells us what people value, what they dream of, and how they want to be seen. But as the world evolves, so do the codes of luxury.
According to the recent HAVAS Prosumer Report, the global luxury sector is undergoing a shift driven by a new generation of discerning, emotionally aware and digitally fluent consumers. These audiences are not rejecting luxury – they are reshaping it.
The rules are changing. Desire is still at the core, but what defines that desire now looks very different from even five years ago.
Consumers are choosing intimacy, meaning and craftsmanship over spectacle
There was a time when luxury meant being
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