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A new generation of art collectors is emerging, quietly but decisively reshaping the global art market. Digitally connected, critical, and values-driven, they are less concerned with returns or status than with creating a meaningful, personal connection to art. They buy with both their hearts and their heads.

«Traditional galleries and museums are moving into the background.»

Instead of elitist exclusivity, they seek transparency, dialogue, and participation. Their choices are shaping new narratives, promoting diversity, and challenging long-established norms. Art is increasingly found on digital platforms and in unconventional spaces. But Who are these new collectors—and what motivates them?

New Icons, New Narratives 

NextGens—Millennials and older Gen Z—collect differently. They care less about historic prestige objects and more about artists tackling issues such as identity, gender, or activism. 

«For many young collectors, art is an expression of personal values.» 

They want to be part of a dynamic and evolving dialogue that connects cultures and technologies. In doing so, they break through the barriers of a once-exclusive world where access to art and knowledge was tightly controlled.

Collecting With Conviction

For many young collectors, art reflects their values. They support artists engaged with identity, justice, or social transformation. They are drawn to visions of a more inclusive world, where art serves as a medium for new storytelling, representation, and empowerment. Exchange and community are central to their collecting practices.  

Distrust of Institutions, Collecting by Click 

Museums, auction houses, and mega-galleries have lost authority. NextGens rely on social media, peer groups, and independent sources. Whether Instagram, TikTok, digital viewing rooms, or artist reels—the discovery of new art increasingly takes place online. 

«Online platforms have long been one of the most important channels for buying art.»

Young collectors demand transparency, digital accessibility, and advice at eye level—instead of exclusivity or elitism. Online platforms dominate as a purchase channel thanks to ease of navigation and seamless execution. Traditional auction house models are often seen as opaque and outdated. Art is now part of digital identity—discovered, discussed, and acquired via social networks.

Experience Over Ownership

For many, the direct exchange with artists outweighs owning a trophy piece. They visit studios, follow artists on social media, and value personal conversations about ideas, processes, and perspectives. According to the Art Basel & UBS Art Market Report, more than half of collectors under 40 discover art digitally—yet still actively seek personal contact.

New Centers of Collecting

Regional shifts are increasingly shaping the global art market. The U.S. remains the market leader, though political uncertainty and tariffs pose risks. China and the U.K., ranked second and third, saw sharp auction declines in 2024.

Meanwhile, the Middle East is gaining traction. Saudi Arabia’s Vision 2030 is driving cultural transformation across the Gulf, while Qatar is set to host the next Art Basel, underscoring the region’s growing role in the international art market.  

Sustainability 

Gen Z places strong emphasis on ethics, social justice, and environmental responsibility—values that also shape their collecting. Climate change ranks among their top concerns. This translates into rising demand for sustainably produced art and skepticism toward CO₂-intensive practices such as global transport and large-scale art fairs.

Generational wealth transfer 

The art world is closely tracking the tastes of younger collectors, especially since many are poised to inherit significant wealth.

Economic forecasts suggest that over the next 20 years, assets worth approximately USD 84 trillion will be transferred globally. According to Bank of America, USD 30 trillion will pass to Generation X (1965–1980), USD 27 trillion to Millennials (1981–1996), and USD 11 trillion to Generation Z (1997–2012). 

Birgit Gudat, Senior Manager, Head of Art Management at Kendris. An art historian with deep expertise in collection management, the art market, and international museums.

Elena Bittner, Senior Consultant, Art Management at Kendris. An art historian with extensive experience in the gallery sector and the international art market. 

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