What Millennials Really Want From Luxury Brands

81% of millennials and teens in a report from Ypulse say that showing off luxury purchases on social media is not cool.

Instead, they gravitate to words like “high quality” and “durable” rather than “high end” or “luxury.” The report also shares that this surveyed group of 13 to 34 year olds “often value travel and experiences over costly jewelry, shoes, and bags.”

That is a meaningful problem for any brand whose entire pitch is built on being expensive. If the status signal has moved from what you own to where you went and how long the thing you bought will last, then the word luxury is doing less work than it used to, and durability is doing a lot more.