Young consumers may be redefining luxury, but they still want high-end items. Here are the brands they want to own the most… TL;DR Luxury brands that have made in-roads into Gen Z and Millennials’ favorite virtual spaces—from video games to TikTok—are the brands they most want to own Non-luxury brands such as Nike and Apple also made their list, underscoring how for these gens, luxury is a feeling, not a thing As luxury car brands make their way into the metaverse, young Europeans’ interest in them is growing, too While we’ve known for a while that young consumers’ attitudes and behaviors toward high-end goods have led to a redefinition of luxury, we also know that Gen Z and Millennials aren’t turning their backs on luxury—and that they’re already buying. We told you earlier this month that the majority of 13-39-year-olds in Western Europe have already purchased a luxury item, and that nearly a third say they’ll likely care more about owning high-quality, expensive products in the future, meaning the...
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