As we kick off 2026, the "New Luxury" landscape is no longer defined by price tags alone, but by cultural fluency, convenience, and authenticity. In this episode of CultureConnect, we dive into why the most resilient luxury brands and destinations are winning by prioritizing Growth Audiences—cross-cultural consumers who are not only the fastest-growing segments in the U.S. (and overrepresented in Gen Z) but also often the primary architects of global trends. We also discuss the importance of expansive audience reach in everything from customer service to product development and the importance of sustainability, given Gen Z’s preference for vintage and values, immersive experiences, and storytelling. This program is hosted by Janelle A. James, who is Co-Chair of the ARF Cultural Effectiveness Council and the US Head of Cultural Intelligence at Ipsos.
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