Designing Luxurious Food Experiences for Millennials and Post-Millennials

Abstract

The relationship between young generations (Millennials and Gen Z), luxury, and food is a current and complex subject. Millennials and Gen Z are the first digital native generations to be very comfortable with technology devices and interested at an early stage in luxury food experiences. By exploring youth food culture and current luxury food experiences and practices, the authors identify three trends (digitalization, extended realities, and cause-related marketing) as key areas food brands and food actors (e.g., restaurants) should capitalize on to educate, facilitate, and promote the adoption of pleasurable, healthy, and sustainable food consumptions. The authors provide an overview of these three new key trends together with examples Millennials and Gen Z consumers are attracted to considering luxurious food consumption and experiences. This chapter contributes to the need to look at contexts of application (food) where sustainability and the digital transformation highlights the present and future for the promotion of luxury goods and experiences.

Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

“…In this sense, luxury brands are central in a youth's life and socialization and thus can affect their well-being either positively or negatively. Mendini, Batat, and Paula C (2021) suggest that scholars should learn more about young people's motivations when it comes to luxury consumption and its relationship to their individual and collective well-being. In the same vein, Khochman and Batat (2022) examined the impact that secondhand or so-called "pre-loved" luxury brands have on the wellbeing of Gen Z consumers.…”