The emerging diversity of Australian luxury

Drivers of luxury consumption in Australia are evolving as people rethink the lifestyle they aspire to have.

As the publisher of a range of titles aimed at buyers – and advertisers – of luxury products and experiences, NewsCorp wanted to find out what motivated today’s Australian consumer when choosing premium brands.

It opted for an artificial intelligence-assisted research project, linking qualitative, quantitative and “semiotics at scale” to unearth big-picture shifts in attitude, and identify drivers of consumption for different types of luxury buyers.

The project, completed with research agency Verve, was outlined at the MRS Semiotics & Cultural Insight 2024 conference (online, February 2024). The team looked at more than 75 brands across a range of luxury...

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