Luxury marketing trends in 2024: Aspiration’s next chapter is fan-based

The luxury industry is facing a youth-led uprising driven by a seismic demographic shift. These are the key trends to watch for in 2024.

The luxury industry is facing a youth-led uprising driven by a seismic demographic shift. Gone are the days when premium spending was reserved for those over fifty; today’s twenty-somethings and younger are taking over.

The youngest cohort of luxury consumers to date

Millennials and Gen Z have rapidly assumed their rightful place as shapers of emerging luxury – so much so that in 2022, together they accounted for nearly all of luxury market growth, marking a trend towards precocious premium spending that is only becoming more pronounced with time, according to a recent report by Bain & Company....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands