Gen Z, luxury and the undeniable pull of 'interestingness'

"Luxury brands must work harder to capture and hold the attention of a generation that's chronically online and rejects boring ads. Ads that are beautiful but vanilla, won't make an impact."

"To be interesting, be interested. Zoomers spend a quarter of their day on content. Luxury brands need to create content they want to see, listen to, and interact with."

"Absurdity is the latest weapon in the battle for young adults' attention. It's unpredictable, unhinged, often humorous, and thus interesting."

"But going absurd isn't the solution for every luxury brand that wants to get on the radar of the new generation. Authenticity remains key."

Read at The Drum