Our series on the key shifts happening in everyday luxury continues with shifts 4 and 5:
Everyday Luxury: Key Cultural Shifts 4 & 5
From Individualist & Escapist to Connected & Collective
One of the key characteristics of everyday luxury right now is a sense of personalized exclusivity – the idea that individuals can access tailored experiences, at a remove from the crowd.
Key examples:
More emergently though, definitions of everyday luxury are expanding to include more collective and collaborative experiences – driven by a rise in high-end group activities or experiences that offer ways to connect with others and reap the benefits of human connection.
Key examples:
From Self-Centred & Self-Indulgent to Activist & Altruistic
Similarly, everyday luxury is dominantly associated with idyllic, ideal moments of opulent indulgence – framed as an indulgent treat to be enjoyed exclusively by the individual.
Key examples:
Conversely, more emergent examples of everyday luxury combine high quality with opportunities to engage with and improve the world – to benefit others and provide a sense of moral (as well as cultural) elevation.