Bilder für's Selbstbild
Avant Arte, an online platform for art editions, has published its 'New Generation Report 2026,' a study surveying 2,028 people from 62 countries, focusing on Millennials and Gen Z (under 45). The report reveals that 90% of young collectors view art as equally important as fashion, music, or interior design for self-identity, rather than primarily as an investment. It challenges assumptions about younger collectors, showing they start buying art earlier, are emotionally driven, and use social media like Instagram and TikTok as primary discovery and purchasing tools.
This matters because it signals a fundamental shift in the art market's customer base and behavior. Young collectors are not only diversifying the types of art they buy—including editions, sculptures, and even Old Masters—but are also redefining how art is valued and acquired. The report suggests that digital platforms and social media are replacing traditional gatekeepers like galleries and magazines, potentially reshaping the entire art market ecosystem. However, the findings should be interpreted with caution, as the sample is drawn from Avant Arte's own internet-savvy customer base.