Joy and Quality: The Two Luxury Mindsets Defining 2026
Feature by Havas Media Lux.
Each year at Havas Media Lux, we release The New Codes of Luxury - a bespoke report that charts the future of luxury, its consumers, emerging markets with pockets of wealth, and what this means for the future of luxury media. Our upcoming report, which will be our third to date, launches this autumn, revealing two powerful audiences reshaping the luxury landscape in 2026: The Joy Rejuvenators and Quality Connoisseurs.
Image: Havas Media Lux Audience, The Joy Rejuvenators
Whilst neither of these audiences are new, it’s fascinating to see that The Joy Rejuvenators, who were first uncovered and most prominent in 2023, are back with a vengeance. In a world that feels increasingly overwhelming, they are turning to luxury as a way to reward and treat themselves, doing so to capture fleeting “glimmers” of joy. We’ve found that one in five luxury consumers is a Joy Rejuvenator, stating that they’ll buy something on impulse if they like it, while over half purchase luxury as a treat or reward. These micro-moments of indulgence are what keep The Joy Rejuvenators engaged and spending in an ever-evolving market—particularly in markets like the UK and China, where they dominate.
At the same time, luxury’s longstanding and loyal audience, Quality Connoisseurs, are re-taking the reins. Most prominent in the US and Emerging Asia, they are deliberate in their purchases and value quality over quantity. For this audience, luxury means craftsmanship, timeless design and longevity — investments that stand the test of time. For this reason, they’re also sceptical of surface-level marketing. A quarter — particularly in the US — say they prefer to conduct in-depth research before buying, underlining their desire for proof, provenance, and reassurance. This is the audience most likely to push back on dupes, hype and AI fakery, and most likely to reward brands that deliver true substance. Their purchases often extend beyond fashion into homes, interiors and wellness — areas where quality, heritage and care are most tangible.
Image: Havas Media Lux Audience, Quality Connoisseurs
Luxury in 2026 will be defined by emotion
Across all audiences, luxury is very much about feeling as much as function. Our Havas HX framework (link to previous intelligence, if possible, where this is explained further) shows that luxury continues to deliver against deep human needs: joy (47%), love (41%), esteem (36%), and recognition (28%). Together, these form the emotional DNA of luxury today.
For Joy Rejuvenators, luxury fulfils joy and love — treating and rewarding themselves, finding those glimmers of delight. For Quality Connoisseurs, it’s about esteem and recognition — investing in pieces that express identity, heritage and craftsmanship.
The balance between these two approaches defines luxury in 2026: reward and reassurance, instant uplift and enduring value.
Image: Miu Miu Tales, 2025
What this means for luxury brands
Luxury in 2026 will be shaped by both audience and market shifts. In the UK, emotion is leading the way, with Joy Rejuvenators dominating. In the US, Quality Connoisseurs are re-taking the reins, emphasising craft and self-expression. And in Emerging Asia, both groups are rising together, with sustainability and experiences driving growth.
The challenge for brands is clear: luxury consumers now expect both instant joy and long-term value — and they expect to see this proven in how brands show up.
Image: Havas Media Lux “The New Codes of Luxury” at The Rosewood Hotel
Join us to hear more
On Thursday 6th November 2025, we’ll be launching The New Codes of Luxury at an exclusive breakfast event. Join us as we unpack this year’s findings, explore the rise of The Joy Rejuvenators and Quality Connoisseurs, unpack the markets that matter the most, the categories currently excelling, and discuss what this means for the future of luxury media.
The event will feature leading voices from Havas Media Lux, plus a live Q&A and a first look at the full report. Spaces are limited — to attend, please contact Hmgukcomms@havasmg.com.
To find out more about Havas Media Lux get in touch via Hmgukcomms@havasmg.com or via their website havasmedialux.com.