EDITOR’S NOTE: This article was first published in Issue No. 11 – Summer 2025 of Luxus Magazine.
In this first column, Estelle Dinh, CEO of Attixs Global Collection SA (Swiss Attixs of Hospitality Group) and professor at the Glion Institute of Higher Education in Switzerland, a renowned educational institution in hospitality and luxury management, discusses Generation Z’s relationship with luxury. This cohort, born between 1996 and 2010, currently represents 10% of the sector’s market, a figure that is expected to rise to 40% by 2035.
They are no longer content to simply consume luxury: they question it, transform it, transcend it.
Generation Z is shaking up the codes of an industry long based on material scarcity, heritage, and ostentation. Born into a world in perpetual crisis (economic, climate, social), their luxury is now experiential, committed, and intuitive.
These changes are reflected in a questioning of the sector’s traditional codes:
– The notion of exclusivity is shifting from the object to access to a community or a unique experience.
– Desirability is no longer based solely on brand awareness, but on a brand’s ability to generate emotion or connection.
– Loyalty is becoming emotional rather than transactional: a brand that is listened to and understood is much more influential than a brand that is simply admired.
Because the luxury of the future will no longer be sold solely on the basis of prestige or performance. It will be experienced. It will be felt. And that requires a key skill: emotional intelligence.
Click here to read the full article on Luxus Magazine
Featured photo: © Courtesy of Glion
