The Luxury Mindsets Defining 2027
Feature by Havas Media Lux
Each year at Havas Media Lux, we release The New Codes of Luxury, our bespoke study of verified high-net-worth and ultra-high-net-worth luxury consumers across the UK, US and China. This autumn, we launch our fourth edition, and while the appetite for luxury remains, the reasons behind it are shifting. One luxury mindset has taken the lead and one of luxury's oldest audiences has halved. And across them all, consumers are increasingly asking the same thing of the brands they buy: Give me a reason.
Image: Havas Media Lux “The New Codes of Luxury” Event
The Connoisseur Takes Over
Quality Connoisseurs buy luxury for what sits behind it: the craft, heritage, expertise and story that makes something worth its price. This year, they have become the largest luxury cohort we measure, accounting for almost a third of luxury buyers.
Joy still Matters, but it Looks Different Around the World
Our Joy Rejuvenator cohort see luxury as a source of pleasure, self-expression and reward: something that makes life feel better, rather than simply signalling success.
The Audience Luxury built Itself on is Disappearing
Opulent Enthusiasts are luxury's traditional status-seekers: attracted to exclusivity, scarcity, expense and the visible signals of having something others don't. Status hasn't disappeared but it is getting harder to fake.
And one Audience is Growing Quietly
Memory Makers buy luxury for the experiences, relationships and memories it creates, valuing what remains after the moment has passed. They're now almost one in five luxury buyers, but they're also among the least receptive to conventional luxury marketing.
Image: Havas Media Lux Key Cohorts: Quality Connoisseurs, Joy Rejuvenators, Opulent Enthusiasts & The Memory Makers
Audiences are Only Part of what’s Changing
This year's New Codes goes beyond who is buying luxury to explore how the rules of desire are changing. We've measured how wealthy consumers are already using AI to shortlist, compare and verify luxury purchases. We've asked what happens to desire when a luxury brand goes completely quiet for six months. And we've uncovered what makes wealthy consumers stop buying a brand they once loved - and it isn't price or a competitor.
Image: Havas Media Lux “New States”
JOIN US IN THE FIRST WEEK OF NOVEMBER TO DISCOVER THE NEW CODES OF LUXURY 2026
The New Codes of Luxury 2026 launches at an exclusive breakfast event in London this November, in partnership with The Times, The Sunday Times and Times LUXX. We'll reveal the audiences, markets and categories currently redefining luxury, and the four key behaviours brands need to adopt in 2027 - followed by a live panel discussion.
Spaces are incredibly limited; to secure your seat please contact Hmgukcomms@havasmg.com. To find out more about Havas Media Lux please visit havasmedialux.com. We hope to see you there!