Between clashes and desires: New motivators in luxury

Francoise Hernaez

‘Affluent VIPs’ plan to increase their spending in most luxury categories in 2023. But their motivations are changing, and that means luxury brands need to consider new ways of connecting with them.

Luxury marketing in an era of change

This article is part of a series of articles from the WARC Guide to Luxury marketing in an era of change. Read more

More than ever, luxury brands have the capacity to arouse desire in today’s chaotic world. They have become true refuges, associated with both a need for hedonism and sustainable investment. Their desirability is growing again this year, as shown by our Kantar x Altiant study.

Our study, conducted on the top 5% of affluent men and women in China, the US and Europe, shows that these ‘Affluent VIPs’...

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