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.
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.
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.
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.