Bauer Media has announced a number of disruptive initiatives for 2019, focusing on the luxury industry, millennial consumer habits and a new agenda targeting a better financial female future.
In a longstanding exclusive relationship, Bauer partnered with British forecasting consultancy The Future Laboratory, to present a luxury trend forecast on the global perspective and a unique Australian view. The event, held at Carriageworks Sydney, explored a new era of luxury and a marked shift in the consumer mindset.
The study, presented by Christopher Sanderson, co-founder of The Future Laboratory, explored how expressions of wealth are becoming less overt and positioning products into everyday life is key. Consumers have an increasing desire to be part of a brand that is contributing to a better future. In addition, the report highlighted how buying power will soon be in the hands of the younger generation, with 85% of luxury spending to be controlled by this demographic by 2025. We are in the age of “luxury with purpose”.
Arby Li, Editor in Chief of Hypebeast, in conversation with ELLE’s Editor, Genevra Leek, spoke to the power of the ‘new wealthy’ generations of X, Y and Z, and discussed the way Hypebeast continually evolves its audience comms via cross-platform diversification. Also key to the agenda was the role of China’s influence in this market and the vital importance of marketing meaningfully to this demographic.
To conclude the event, Bauer Media GM of Publishing and Digital Operations, Sarah-Belle Murphy, outlined a number of upcoming initiatives from Bauer’s luxury brands and announced the publisher’s 2019 activist agenda.
Murphy announced a unique new brand for Gen Z, the “consumers-with-purpose” of the future. Currently in development, this brand will be created by a Gen Z steering committee for Gen Z audiences and will live as a digital destination supported with two collectible print volumes.
In the coming months, Bauer will launch ‘The Luxurians network’; to leverage the power of Bauer’s brand’s reach across emerging luxurians. The Luxurians Networks will aim to connect advertisers with the luxury consumer and unlock valuable data and insights.
Harper’s BAZAAR will launch the Beauty Festival, an elevated consumer experience showcasing how technology and a global mentality is shaping consumption. This will bring leading experts and the latest innovations together to the brand’s devoted beauty community.
In the Luxury Homes and Food category, Bauer Media will present Live Life Luxe, a content series sharing the lives of creative couples and their take on mindful living, which will come to life in digital and broadcast formats.
To close, Sarah-Belle disclosed the direction of Bauer Media’s 2019 activist agenda; women’s wealth. Following on from last year’s successful No Gender Selective Tax campaign, Bauer Media is soon to announce an action plan to champion for change that supports a more equal financial future tackling issues such as financial abuse.