Consumer priorities, values and motivations have shifted post-pandemic, impacting luxury sensibilities – and top-end brands need to respond accordingly. The WARC Guide to luxury marketing in an era of change provides a summary of new thinking and best practice in this area.

Why it matters

Even if the wealth of luxury buyers has been less impacted by the cost of living crisis, or the pandemic, their motivations are changing and the way they shop for luxury products has modernised considerably in recent years. 

Part of this is due to more younger Gen Z shoppers entering the luxury market,...