Bauer Media has announced a number of initiatives for 2019, focusing on the luxury industry, millennial consumer habits and a new agenda targeting a better financial female future.
At an event held at Carriageworks Sydney, Bauer partnered with The Future Laboratory, to present a luxury trend forecast on the global perspective and a unique Australian view.
The study 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 per cent of luxury spending to be controlled by this demographic by 2025.
Also at the event, Bauer Media general manager of publishing and digital operations, Sarah-Belle Murphy, introduced multiple initiatives to roll out this year.
The first, 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.
Harper’s BAZAAR plans to 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 beauty community.
In the coming months, The Luxurians Network will also launch, aiming to connect advertisers with the luxury consumer and unlock valuable data and insights.
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.
And finally, Murphy announced the direction of the company's 2019 activist agenda; women’s wealth. Following on from last year’s successful No Gender Selective Tax campaign, Bauer Media is soon to release an action plan to champion for change that supports a more equal financial future tackling issues such as financial abuse.
