"Screens used to be for the elite. Now avoiding them is a status symbol."
Marta Monteiro
“Milton Pedraza, the chief executive of the Luxury Institute, advises companies on how the
wealthiest want to live and spend, and what he has found is that the wealthy
want to spend on anything human.
“What we are seeing now is the luxurification of human
engagement,” Mr. Pedraza said.
Anticipated spending on experiences such as leisure travel and
dining is outpacing spending on goods, according to his company’s research, and
he sees it as a direct response to the proliferation of screens.
“The positive behaviors and emotions human engagement elicits —
think the joy of a massage. Now education, health care stores, everyone, is
starting to look at how to make experiences human,” Mr. Pedraza said. “The
human is very important right now.”
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