How do Americans define luxury?
31 May 2018
How do Americans define luxury?

Over two-thirds of American consumers participate in the luxury market, but the term ‘luxury’ is multi-faceted and capable of accommodating many different meanings at once. Canvas8 spoke to 20 people from across the US to understand what they define as a high-end product or service.

Helen Jambunathan

Helen Jambunathan is an associate insight director at Canvas8. An anthropologist and writer, she leads strategic cultural research across academia and industry. She is a fellow of the Royal Anthropological Institute and the Association of Social Anthropologists of the UK and Commonwealth. Her work helps brands and organisations make more culture-connected decisions, and her analysis has been featured in media outlets including Bloomberg, The Guardian, and The Independent.