Marketing Analysis Opinions
Shiva Grover
Jan 12, 2022

Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity

Concerned about worsening income inequalities, Gen Z is shifting expectations of what luxury brands should represent away from exclusivity and aspiration, and towards authenticity and accessibility, according to a strategy and insights executive at M&C Saatchi Performance.

Alessandro Michele introduced a 'new Gucci' in 2015 when he was appointed as creative director. Here he is (right) pictured with Harry Styles at the 2019 Met Gala. (Getty)

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