Reports & Data

The New Code of Luxury: Navigating the 2025 Market Amid Economic Headwinds

22 April 2025

In today’s world of shifting values, global uncertainty, and changing expectations, speaking to ultra-high-net-worth individuals (UHNWIs) requires more than prestige. It takes clarity, empathy, and a deep understanding of what luxury really means.

At The M Makers, we’ve had the opportunity to work with some of the most iconic luxury brands across Singapore, Japan, Korea, Australia, and Southeast Asia. Through these experiences, we’ve come to understand that the definition of luxury is no longer just about exclusivity. It’s about intention.

What’s Changing in 2025

According to Knight Frank’s 2024 Wealth Report, the number of UHNWIs is projected to grow by 28 percent over the next five years, with Asia driving much of that growth. But that growth is unfolding alongside a few new realities:

Renewed tariff tensions and geopolitical shifts, such as ongoing trade friction between the US and China, are making affluent consumers more cautious.
Luxury stocks have shown signs of short-term volatility, even among long-standing market leaders.
Some consumers are pausing big purchases and reevaluating what truly matters.

Yes, wealth is growing. But so is the complexity of what motivates a luxury purchase.

What UHNWIs Value Now

Across recent studies and industry conversations, some clear patterns are emerging:

Time is their greatest luxury. Experiences that are seamless and thoughtfully curated carry more weight than overt displays of wealth.
Purpose matters. More than ever, buyers want to align with brands that reflect their own values — whether that’s legacy, sustainability, or innovation.
Privacy is preferred. Quiet luxury is taking the place of logo-heavy visibility. These consumers prefer brands that speak with subtlety and discretion.
Exclusivity needs meaning. It’s not just about access. It’s about access that feels personal and well-earned.

These individuals are highly connected but protective of their time and energy. Earning their attention requires patience, trust, and relevance.

Why Most Campaigns Miss the Mark

Traditional digital marketing doesn’t always resonate with this audience. Based on insights from The Luxury Strategy by Jean-Noël Kapferer and others in the space, the reasons are simple:

They are not moved by ads. They respond to purpose.
They don’t follow brands. They build relationships.
They don’t chase trends. They are intentional about what they invest in.

This is why many high-budget campaigns still miss the mark. If a brand doesn’t fully understand who they’re speaking to, it’s just another voice in an already crowded space.

What Brands Can Do Differently

If your brand wants to engage UHNWIs in a meaningful way, here are four core strategies to consider:

Go beyond personalisation. Speak to their lifestyle, preferences, and worldview. Not just their demographic.
Create deeper touchpoints. Use digital platforms to open the door, but offer high-touch, personal engagement wherever possible.
Make your message matter. The content you share should reflect timeless value and emotional connection, not just aesthetic appeal.
Choose your platforms wisely. Instead of blasting across every channel, focus on more intimate spaces—private messaging apps, curated communities, or premium placements.

How to Measure Impact

Standard metrics don’t always capture the full picture. For this segment, consider tracking:

Branded search volume and lift in HNW territories
Private referrals or word-of-mouth buzz
Engagement with premium CRM or invite-only content
Brand perception within closed, high-value circles

Looking Ahead

The brands that will stand out in today’s luxury landscape are not the loudest. They are the ones who understand when to speak, and when to simply be present.

The new code of luxury is not built around accumulation. It’s built around alignment. Not just recognition, but resonance. Not just reach, but relevance that feels earned.

If you’re speaking to the world’s top one percent, the question isn’t whether they’ll hear you. It’s whether what you say is worth their attention.