The Luxury Shift No One Saw Coming

According to new research by Publicis Luxe and OpinionWay, Generation X is becoming one of the most valuable — yet still under-addressed — consumer groups in the global luxury space.
And for brands operating in markets like the UAE, the opportunity is even bigger.

Why Gen X Is Rising in the UAE

The UAE sample in the study stood out with strong spending confidence and a clear emotional connection to luxury. Gen X consumers in the region tend to describe themselves as optimistic, independent, and aesthetically driven, and they associate luxury with two things:

• Freedom – the ability to live life on their own terms
• Experiences – travel, quality time, and personal enjoyment
• Aesthetic expression – bold designs and standout pieces
• Responsible luxury – increasingly willing to pay more for ethical choices

Unlike younger generations driven by trends, Gen Xers in the UAE know exactly what they want and feel no pressure to follow what others buy.

Luxury as a Personal Reward, Not a Statement

Across the U.S., France, and UAE, more than half of respondents say they buy luxury for personal pleasure, not public recognition.
In the UAE specifically, this shows up in:

• Strong preference for material and aesthetic luxury
• Higher openness to limited editions and bold designs
• A growing desire for authentic, high-quality craftsmanship

This is a generation that values refinement — but on their own terms.

They Don’t Identify With the Label “Gen X,” but Their Behaviours Are Clear

Many participants don’t consciously call themselves “Gen X,” especially outside the U.S., but their shared behaviours paint a consistent profile:

• Chinese & Emirati respondents most frequently chose “optimistic.”
• French respondents chose “curious.”
• Americans leaned toward “resilient.”

Across all markets, they appear confident, digitally adaptable, and less influenced by social comparison than other generations.

Quality-Driven, Not Trend-Driven

Luxury executives describe Gen X as the most discerning and self-reliant luxury audience:

• They don’t fear missing out
• They buy based on quality, longevity, and personal standards
• They ignore trends unless they align with their taste
• They become deeply loyal once trust is earned

Treating them like passive consumers does not work. Treating them like partners or ambassadors does.

Regional Views on Luxury

While preferences differ, certain patterns are clear:

• France: craftsmanship and discreet pieces
• US: wellness, experiences, travel
• UAE & China: bold aesthetics, standout materials, high design value
• All markets: freedom and self-expression = the ultimate luxury

Notably, 43% of Americans prefer experiences to possessions, and 49% of the French prefer discreet luxury, while Chinese respondents emphasise innovation.

Sustainability Matters — Especially in UAE & China

One of the strongest signals in the data: Gen X in the UAE and China is becoming more interested in responsible luxury.
A significant portion is willing to:

• Pay a premium for environmental alignment
• Support brands with ethical supply chains
• Reward companies that invest in impact, not just image

This shift matches how they interpret aging — as an opportunity to refine and redefine their lifestyle.

Positioned for the World’s Largest Wealth Transfer

Gen X is expected to inherit around $39 trillion in the coming years, creating the largest intergenerational wealth transfer in history.
Yet:

• Fewer than 10% see luxury goods as an investment
• Most would use a sudden influx of wealth to pursue experiences and personal freedom
• 70% of respondents in France and the U.S. equate luxury with experiential freedom
• The majority across regions say “being able to do what you want” is luxury

In short, their future spending will be purposeful, not impulsive.

What This Means for Luxury Brands in the UAE

Gen X is entering its peak spending years — and the UAE is one of the most dynamic markets where their influence is clearly visible.

Brands should prioritise:

• Experience-led value — travel, discovery, personal moments
• Craftsmanship and quality — the foundation of long-term loyalty
• Bold, aesthetic choices — especially relevant in the UAE
• Responsible luxury positioning — low-risk, high-return in this segment
• Personalised brand relationships — treat Gen X like collaborators, not followers

Ignoring them means ignoring one of the highest-value audiences in the region.

Key Takeaway

Gen X is not a “bridge generation” — it is the new backbone of luxury spending.
They want meaning, quality, freedom, and authenticity.
Luxury brands in the UAE that understand this mindset will secure one of the most loyal, high-value segments of the next decade.