The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries

Abstract

PurposeThe purpose of this research is to challenge the popular belief among luxury practitioners and researchers that millennials are a homogeneous and disruptive generation of consumers which is redefining luxury according to its terms.Design/methodology/approachThis study first presents comparisons of luxury perception among 1,450 actual luxury consumers between the ages of 18 and 34 years in six main luxury markets, eastern and western, mature and emerging (United States, China, Japan, Germany, France and Brazil). Within each country, millennials' perception of luxury is then compared to the perception held by previous generations (Gen X, baby boomers and seniors).FindingsThe results clearly demonstrate that millennials' definition of luxury is not internationally homogeneous; millennials do not hold a global vision that transcends frontiers. Furthermore, comparisons of luxury perceptions among nonmillennials from the same countries reveal that millennials match their national culture more than a cohesive age culture.Research limitations/implicationsThis research has two main limitations linked to the limited number of surveyed countries, along with a limited sample size of millennials per country. Nonetheless, the results give additional support to the glocalization hypothesis. Yet, as millennials represent 44% of personal luxury goods purchases, they catch attention from both luxury sellers and researchers. Evidence indicates the notion of a “millennial luxury consumer” could be still an empty label.Practical implicationsThe extensive use of the “millennial” label across countries implies generational homogeneity across borders, whereas reality is more diverse. Also despite the fact that luxury brands are highly globalized, the perception of what defines luxury – the hierarchy of its most salient attributes – does vary per country, thus needs specific attention.Originality/valueThe current findings reveal that millennials from the six surveyed countries do not share the same perceptions of luxury traits. Moreover, millennials' definition of luxury mirrors the definition held by nonmillennials from their own country, suggesting a strong cultural influence in each country.