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A New Generation of Luxury
The survey of 4,200 respondents from 22 countries representing the top 10% of earners reveals a shift from the traditional concept of wealth to a new model called High Life Worth (HLW).
The research findings confirm that luxury today means something entirely different to the wealthy than it did a few years ago. As many as 88% of affluent people believe that status is now gained through knowledge and respect, not ownership. For most of them, true luxury lies in continuous learning and discovering new areas of life – a view held by 95% of respondents. As many as 90% of respondents stated that they actively seek relationships and connections that help them develop and improve their quality of life.
These consumers don’t see money as a goal, but as a tool for personal transformation. Luxury is therefore ceasing to be a symbol of success – it’s becoming a means to become a better version of oneself.
Source: Team One
Three Dimensions of New Luxury
The study describes three fundamental dimensions of a “life worth living” that today shape the behaviour of affluent consumers:
- Emotional fulfilment and human connection: 89% define important life moments through emotions and relationships.
- Growth and discovery: 75% consider personal growth and learning the foundation of a fulfilled life.
- Achievements and meaningful milestones: 64% value accomplishments that have long-term significance, not immediate effect.
Today it’s no longer about price or quality, but about whether a product brings inner value to the customer – an experience, knowledge, or a sense of belonging.
The New Economy of Meaning
The report’s authors describe a change in how affluent customers think. Instead of asking, “Can I afford it?”, they now ask, “Does it have real value for me, and will it help me progress personally?”
This new way of thinking is also changing the very meaning of shopping – prestige is becoming a personal investment.
- Luxury goods and services should be catalysts for personal development, not displays of status.
- Travel is transforming into a space for cultural discovery and human connection – not just relaxation.
- Sustainability is also gaining a new dimension. 74% believe that even small decisions can have an exponentially positive impact. Meanwhile, 70% prefer brands that demonstrably think ecologically.
What Does This Mean for Luxury E-commerce Brands?
According to the study’s conclusions, luxury brands must shift from transaction to transformation. Success no longer rests on the perfect product but on how deep a meaning the customer can find in a given brand. Luxury should bring personal progress. It’s therefore about not just being a new item in a collection but an experience that moves a person forward and leaves something in them.
Brands are therefore reassessing what value actually means. A product should be a carrier of an experience that supports the customer’s personal growth and development. Transparency is becoming a given – wealthy consumers thoroughly examine the origin, impact, and ethics of products before purchase and want to know exactly what they’re paying for.
The same change is visible across generations. Younger customers associate luxury with identity and values that express their personality. The older generation, on the other hand, perceives it as a way to celebrate life milestones or leave a legacy.
For the e-commerce segment, this opens a new era: one in which the most successful brands won’t try to sell more products but will help customers live more valuable lives.
