People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

As mounting eco-anxieties drive a cross-sector focus on sustainability, automotive brands are starting to level up their EV offerings. California-based Fisker, which has unveiled a luxurious line-up of electric vehicles, is demonstrating that opting for a greener car can still be indulgent.

In an industry first, the Range Rover Velar – a fresh addition to Jaguar Land Rover’s fleet – has been launched on TikTok with a slew of aspirational content. In utilising the platform, the brand is targeting a young audience of car buyers who are deeply engaged with luxury lifestyles and aesthetics.

Gen Y women’s changing needs and life stages are rewriting hustle-focused girlboss narratives of aspiration in favor of more intrinsic standards of success. How can luxury brands engage with them beyond tired, gendered stereotypes, especially as car purchases gradually shift online?