Thought Leadership
Our experts are regularly featured in leading luxury publications, offering strategic insights that help shape the decisions of today’s most forward-thinking luxury brands.
LCC: The Four Emerging States Shaping the Future of Luxury
Feature by Global Strategy Partner, Cherry Collins.
Each year at Havas Media Lux, we release “The New Codes of Luxury,” our bespoke annual report that explores the evolution of the luxury category. The report examines factors driving audience growth as well as cultural and behavioural influences that are reshaping the definition of luxury. In the third chapter, we have identified four emerging states—new expectations that impact credibility and desirability that will determine how brands should engage with consumers.
Vogue Business: Influencers are turning into retailers. Now what?
In the age of algorithms and AI, a new crop of tech platforms are betting that creators will become our most trusted point of sale. Our Strategy Partner, Cherry Collins, spoke to Vogue Business about the creator commerce’s cultural weight becoming even more essential for the luxury sector. She references “authenticity inflation”, already on the rise in Luxury Travel, which means the harder it becomes to tell what’s real, the higher the value of human judgement.
LCC: Our second report focuses on the ‘Memory Makers’ who prioritise experiences & memories over material possessions
This article discusses a new segment of luxury consumers that we refer to as the ‘Memory Makers’. These consumers have shifted their focus post-pandemic from guilt-based, emotive shopping to a more simplified and value-driven approach, reflecting a broader trend in the luxury market towards personalisation and meaningful consumption.
LCC: Our first New Codes of Luxury Report explores the ‘Joy Rejuvenators’, a new & captivating cohort of luxury consumers
These consumers are shaping the luxury sectors, especially within the travel industry, where research shows us that in otherwise challenging circumstances, these women find solace and delight through the luxury experiences they are having.
Vogue Business: Future beauty standards are extreme. How should marketing respond?
Featuring Global Strategy Partner Cherry Collins.
This article explores the growing tension in the beauty industry between rising extreme beauty standards and the need for inclusive, empowering marketing. As the definition of beauty broadens, brands are challenged to communicate authentically while connecting with a diverse audience that shares common values. The conversation highlights the importance of embracing diversity, prioritising authenticity, using technology to personalise experiences, celebrating individuality, and committing to sustainable, ethical practices—all key strategies for brands aiming to stay relevant in an evolving landscape.
Vogue Business: Generational breakdown – Understanding the Gen X consumer
Featuring Global Strategy Partner, Cherry Collins.
This article delves into the evolving mindset of Gen X luxury consumers, a group whose formative experiences and digital fluency position them as a key demographic for brands to engage. Referred to as the ‘Memory Makers’, they represent a post-pandemic shift from emotive, guilt-based purchasing to seeking deeper meaning and lasting value through their brand interactions. For luxury brands, success with this cohort lies in recognising their tech-savviness, loyalty to quality, desire for authenticity, and their tendency to mark life’s milestones with meaningful purchases.
LCC: Our latest report focuses on the Five New Growth States for luxury in 2025
This article explores the evolving landscape of the luxury sector, identifying the five key transformative states that are shaping the future of luxury. These key states are based on research involving ultra-high-net-worth individuals (UHNWIs) and regular luxury consumers from the UK, China, and the Middle East. The article highlights the importance of understanding these new luxury states to navigate the industry's challenges and opportunities effectively. It emphasises the need for brands to adapt to changing consumer behaviours and preferences to drive growth and maintain relevance in the luxury market.
