Security-First Strategisers

Globally, 22% of ultra-high-net worth individuals (UHNWIs - with more than $30m in assets) say their top concern is securing their wealth amidst rising geopolitical tensions (Julius Baer, 2023). Facing a volatile world, wealthy consumers are safeguarding their assets – and minimising the risks – with tax-savvy relocations, alternative investments and lifestyles prioritising personal safety.

Values-Led Luxurians

As ultra-high-net-worth individuals (UHNWIs – those with more than $30m in assets) veer younger and come to include more women, the way they express their values is changing. Consumers may profess an interest in sustainability, yet all but the youngest are reluctant to adjust their lifestyles or investments. Meanwhile, UHNW women are becoming prominent philanthropists, championing causes including gender equality.

Inner Circle Affluents

As members’ clubs proliferate – and luxury experiences get more democratised – ultra-elites want ever more impenetrable communities. Apartment buildings, gyms and even wealth management firms are modelling themselves after exclusive old-school clubs. The desire for gatekept experiences (and access to vetted social circles) transcends all aspects of life. 

Elite Individualists

As the ranks of HNWIs grow (expanding access to luxury products) – and as these products become more homogenous – wealthier consumers gravitate towards hyper-original, one-of-a-kind experiences and items to set themselves apart. They’re clamouring for goods that confer a sense of uniqueness, from the allure of bespoke garments to emotionally resonant collectors’ items.

Sporting Socialites

With sports a leading pastime among UHNWIs globally, participation, spectatorship and fandom are going upmarket. Beyond entertainment, wealthy consumers are attracted to sport because it encapsulates the feeling of “striving for perfection, giving everything to win and being the best”, says Daniel Langer, founder of US-based luxury branding agency Équité.