Sara Bernát, a freelance brand strategist and Ph.D candidate at Humboldt Universitat, Berlin, focuses on the sociology of luxury.

The aim of her research is “to study social, cultural, and economic forces that have culminated to shape and define the concept of luxury throughout modern historical eras.”

She observes that educated millenials are no longer able to ignore irresponsible social and environmental impacts of product manufacture that promotes and seeks to fulfill heedless demand and unbridled consumption.

Consumerism, however, is core to our existence today. It is also tied deeply into psychological and social behavior. And so, the solution to the sociological and environmental threats lays within.

Rather than becoming the social pariah, a number of new luxury brands recognized that traditional luxury may carry the solution.

With its limited production, carefully sourced materials and respect for craftsmanship, sustainability could be innate to luxury.

See:

“How luxury is the millenial’s unlikely weapon to fight social inequality” | Sara Bernát, Luxury Daily, 4 July 2017

Sara Bernát | LinkedIn

 

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