Opinion: Gen Z And Millenials Don’t Care For Luxury Labels, Seek Authentic Experiences

Gone are the days when it was solely about designer handbags, expensive watches, and exclusive clubs. For Millennials and Gen Z, luxury is no longer just about material possessions—it’s about experiences, meaning, and personal identity. This shift is transforming industries, forcing brands to rethink their strategies, and redefining what it means to live a truly luxurious life.

What Does Luxury Mean for Millennials and Gen Z?

Think back to your most unforgettable experience—maybe it was a spur-of-the-moment road trip, a surprise party, or an exciting event that made your heart pound. Ponder the last time you spent something costly just because it was called “luxurious”. Really did it make you happy? There the actual change rests.

Today, luxury is defined by emotions, memories, and once-in-a-lifetime moments that money can’t buy. Millennials and Gen Z are ready to spend their time, energy, and money on activities that really enrich their life, whether it is a one-of-a-kind wellness retreat in the Himalayas, a solo backpacking trip across Europe, or a quiet staycation in a calm location.

They yearn for stories to tell and moments to define their lives; they seek more than simple stuff. Their compass is living life fully; everything else takes a back seat. In our hyper-connected world where social media captures and amplifies experiences, the value of special, personal, and meaningful experiences has shot up.

Focusing on Conscious Consumption

In a world inundated by fast fashion and mass production, these generations have made a daring statement: Authenticity trumps big brands. Luxury is more about wise, deliberate selection than about collection. That’s why ethical sourcing and sustainability are not just buzzwords anymore; they are integral parts of contemporary luxury. Millennials and Gen Z are very conscious about how their acquisitions affect the earth. Whether it’s selecting thrift shopping over luxury items or investing in small, local companies that celebrate authenticity, they are making conscious decisions. For them, real luxury is honesty, ethical production, and environmentalism. No longer in pursuit of status symbols; they search for value, meaning, and conformity with their own convictions.

Technology Is Transforming the Luxury Industry

Younger customers nowadays seek a product that seems custom made for them. They do more than just follow others; they also lead themselves. Brands now have the ability to personalize products and experiences to the smallest degree thanks to artificial intelligence and technology.

Today is all about custom experiences, selected references, and extremely personalized goods showing one’s identity. What is readily accessible does not satisfy millennials or Gen Z; they want experiences and goods that resonate with their unique vision.

The digital world has erased the distinctions between cultures, so everywhere trends are more available than ever before. The synthesis of Western ideas with Indian sensitivities is shaping a new definition of luxury under which tradition and modernity combine harmoniously.

Wellness is luxury

Nowadays, luxury is about balance, not so much about excessive consumption which most in this age bracket find gauche. Most important to younger generations is self-care, whether that means engaging in mindful activities, planning a digital detox retreat, or valuing mental health more than materialism; primary issues are psychological, physical, emotional, and spiritual well-being. Though the appeal of a well-curated lifestyle is important, it is now much connected with a sense of direction and personal contentment.

The one-of-a-kind experience

Gen Z and Millennials are always looking for the next huge phenomenon. Their wish for unique, one-of-a-kind experiences that distinguish themselves is driven by  fear of missing out (FOMO). They want differentiation, individualism, and exclusivity—but in a way that reflects their values, not just their finances.

Luxury is no longer defined by price tags; it’s defined by meaning. For them, the ultimate status symbol isn’t an expensive possession—it’s the ability to lead a life that’s rich in experiences, aligned with their beliefs, and deeply fulfilling. Whether it’s naming a star after a loved one or orchestrating a breathtaking private fireworks display in custom colors, today’s luxury is all about crafting moments that leave a lasting impression.

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Manoj Adlakha, Founder & CEO, RedBeryl