Jasper Colin

Some of the most interesting insights don’t come from the answers. They come from asking a better question. Wave 02 is still taking them. Have one worth asking? Send it our way, and let’s hear directly from the wealthiest consumers across 9 global markets.

500 respondents. 6 markets. That was 𝗪𝗮𝘃𝗲 𝟭. 750 respondents. 9 markets. That's 𝗪𝗮𝘃𝗲 𝟮- 𝗰𝗼𝗺𝗶𝗻𝗴 𝗗𝗲𝗰𝗲𝗺𝗯𝗲𝗿. Before fieldwork starts, a few seats are open for questions of your own. Ask the wealthiest consumers in the world exactly what you want to know. Limited seats. Submit before the field opens.

𝐓𝐡𝐞 𝐩𝐚𝐫𝐚𝐝𝐨𝐱 𝐨𝐟 𝐥𝐮𝐱𝐮𝐫𝐲 The wealthiest consumers can afford any choice they want. That doesn't mean they want to make it. Our Experience Economy 2.0 research reveals a surprising pattern: affluent consumers reward expertise, conviction, and craftsmanship more than endless customization. Maybe luxury isn't about offering more options. Maybe it's about having the confidence to offer the best.

𝗪𝗵𝗮𝘁 𝗶𝗳 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗹𝘂𝘅𝘂𝗿𝘆 𝗶𝗻 𝗲𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 𝗶𝘀𝗻'𝘁 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆? 𝗪𝗵𝗮𝘁 𝗶𝗳 𝗶𝘁'𝘀 𝗰𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲? Our Experience Economy 2.0 research found that affluent Indian consumers are far more likely than their global peers to say luxury experiences require too much personal effort. The experience isn't the problem. The friction around it is. In the world's fastest-evolving luxury market, winning brands won't create more experiences- they'll make them effortless.

𝐖𝐡𝐚𝐭 𝐢𝐟 𝐥𝐮𝐱𝐮𝐫𝐲 𝐛𝐫𝐚𝐧𝐝𝐬 𝐚𝐫𝐞 𝐭𝐫𝐲𝐢𝐧𝐠 𝐭𝐨𝐨 𝐡𝐚𝐫𝐝? Our Experience Economy 2.0 research found that the wealthiest consumers are the most likely to say luxury feels overly designed and performative. The lesson? The brand doesn't need to be the hero. The customer does. The most memorable luxury experiences leave room for authenticity, connection, and personal meaning.

For 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 𝟮.𝟬, we sat down with verified HNWIs and UHNWIs across six markets. No list. No prompts. Just one question: what do you actually buy, wear, fly, and remember? What came back wasn't a logo parade but a glimpse. The names below are where some of the conversation landed- the full brand stories, the why behind each one, and what it signals for 2026 live inside the report. 𝟱𝟬𝟬 𝘃𝗼𝗶𝗰𝗲𝘀. 𝗦𝗶𝘅 𝗺𝗮𝗿𝗸𝗲𝘁𝘀. 𝗢𝗻𝗲 𝗽𝗶𝗰𝘁𝘂𝗿𝗲.