Marketing luxury brands in a cost-of-living crisis | WARC | The Feed
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Marketing luxury brands in a cost-of-living crisis
Over the next 25 years, $68 trillion in wealth will transfer to younger generations, making Generation X and Millennials the alpha buyers of property, other big ticket and luxury items – but against the backdrop of a cost-of-living crisis, is it possible to show up in a way that is relevant, empathetic and appropriate?
Why it matters
With the cost-of-living crisis accelerating a shift in luxury values, luxury brands must adapt to maintain relevancy and appropriateness. According to Lucy Halley, Head of Strategy at Havas CX Helia, the traditional luxury values of beauty, self-interest and power continue to be important,...
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