Shiva Grover

Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity
Jan 12, 2022
Shiva Grover

Understanding today’s Gen Z: From glossy luxury ...

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.

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