Watchful consumers have been surprisingly agile and vocal in challenging brand messaging that seems overtly ostentatious in the wake of COP26 and social justice movements. This is fuelling a shift towards conscious, circular and low-key consumption among aspirational and affluent consumers.

As explored in The Fives States of Luxury, healing and wellbeing will also be central to luxury in 2022, especially in China where brands are carefully navigating statements with an overtly political message. Elsewhere, opportunity can be found in the accoutrements and experiences brands can provide in line with global luxurians’ homebody lifestyles.

1. Anti-ostentation Attitudes

2. Mixed-media Marketing