#millennial-and-gen-z

#millennial-and-gen-z

It's a perfect recipe for complacency at a time when luxury brands are laser-focused on appealing to wealthy consumers. But Sarah Ball, who took over as editor-in-chief of WSJ. in the summer of 2023, succeeding longtime editor Kristina O'Neill, said she wants to broaden the definition of who her reader is. The magazine is profiling more Millennial and Gen-Z movers and shakers, like actress Sydney Sweeney, "Call Her Daddy" podcast host Alex Cooper and TikTokker extraordinaire Alix Earle.

The aim is simple: to establish who is buying what, where, from whom and for how much, so we might get a glimpse into where the market might be headed. Much of the market for "blue chip" art today is built upon the tastes of Boomer and Silent Generation collectors, largely male. But analysing the tastes and behaviours of Millennial and Gen Z buyers helps auction houses, galleries and fairs to predict what the next generation of collectors will want to buy.