‘Luxury has always been a reflection of cultural aspiration'
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 loud, visible and status-forward. Today, the appeal of subtlety is rising. 61 per cent of prosumers – early adopters and influential tastemakers – say true luxury is defined by products that only a few people can recognise. This marks a major cultural shift. For this audience, value lies in what is understood, not what is flaunted.
Craftsmanship, heritage and authenticity now carry more weight than logos. Three out of every four prosumers say they buy luxury to celebrate high-quality craftsmanship. They are choosing products not because they are trending, but because they stand the test of time. It is less about being first and more about being meaningful.
Luxury brands that win today are those that build long-term value. They invest in quality, offer cultural credibility and focus on the art of creation over the volume of consumption. This return to thoughtful production is not nostalgia – it is a recalibration of what matters.
Gen Z expects luxury to inspire, reflect values and connect emotionally
No group is driving this transformation more than Gen Z. They are young, but they hold disproportionate influence across fashion, culture and commerce. And they are approaching luxury from a very different place.
In the HAVAS Prosumer Report, 100 per cent of Gen Z respondents said luxury is important because it helps them dream. That insight alone reframes the role of luxury in their lives. For this generation, luxury is not just about ownership.
It is about escape, storytelling and emotional connection. Whether through a product, a campaign or a digital moment, they expect luxury to spark something personal.
Gen Z is highly exposed to trends – 75 per cent say they are influenced by social media – but they are also critical of what they engage with. They look for authenticity and are quick to detect when brands are performative. They expect companies to take clear stands on social and environmental issues. And they
will walk away if those beliefs are not consistent.
This is where purpose becomes essential. For Gen Z, luxury needs to stand for something. Aesthetics alone are not enough. They want beauty with substance and storytelling with values. Brands must now be culturally aware, emotionally intelligent and ready to be held accountable.
Access is expanding; brand universes matter more than ever
While the desire for luxury remains strong, the way people access it is shifting. Second-hand and resale, once seen as secondary, have become central to how consumers engage with high-end goods. 73 per cent of prosumers say they would love to learn the backstory behind a second-hand item and 75 per cent want brands themselves to curate these resale experiences. This is not about affordability – it is about depth, sustainability and individualism.
At the same time, digital engagement is no longer just a nice-to-have. It is where many luxury journeys begin. Consumers are not looking for just a product page. They want digital spaces that reflect the brand's world – from immersive showrooms and storytelling platforms to exclusive content and behind-the-scenes access.
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.
Nearly three in four prosumers say they would pay for exclusive digital content from a luxury brand. That alone signals a major shift in how people want to engage. More broadly, consumers are no longer satisfied with a single product. They want to live inside a brand's universe. More than 80 per cent of prosumers say they love when brands move into new arenas, from hotels and restaurants to home design and experiences. This expansion is not about diversification. It is about immersion.
In the Middle East, where luxury is deeply tied to culture and lifestyle, this rings especially true. Regional audiences are increasingly looking for experiences that feel tailored and local. It is not enough for a brand to simply show up. It needs to speak the language – of taste, of heritage and of place.
Luxury is no longer just a product – it is a philosophy and a a reflection of cultural aspiration
The consumer of tomorrow is emotionally aware, socially conscious and culturally confident. They are not just buying luxury. They are interpreting it, curating it and shaping it.
To earn their loyalty, brands need to move beyond price points and prestige. They need to offer meaning, create immersive stories and reflect the values of their audience. The future of luxury will not be driven by how much a brand can sell. It will be defined by how deeply it can connect.
By Dana Tahir, CEO, HAVAS Red Middle East
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