This generation values sustainability, slow living, and mindful consumption, favoring craftsmanship and brand stories over traditional luxury label status.
Gen Z is less concerned than their Western counterparts about status symbols like luxury labels or logos, prioritizing instead the perceived value of an experience or story behind an object of luxury.
Expert Daniel Langer noted that brands succeeding with Gen Z craft intricate stories about their products, moving away from a purely product-focused approach.
Goh highlighted a 'rural revival' trend, where Gen Z's luxury purchasing reflects values of wellness, longevity, and slow living.
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