By Janet Sellers
“If I were to wish for anything, I should not wish for wealth and power, but for the passionate sense of the potential for the eye which, ever young and ardent, sees the possible. Pleasure disappoints, possibility doesn’t. And what wine is so sparkling, what so fragrant, what so intoxicating, as a possibility!”
—Søren Kierkegaard
One wonders about the future of cultural expression and its direction. Our next generation of economic interests seems to rest with the up-and-coming generation, Gen Z. I found some good news for handmade arts from the National Library of Medicine: Gen Z values experiences, they enjoy visiting galleries and museums, attending a live painting session, or participating in an artist-led workshop, as these provide a sense of engagement that online interactions lack.
Gen Z are the art collectors of the future. They are the social demographic born between 1997 and 2012, in the age range now of 13-28 years old. Not just a trend but a way of life, they make their aesthetic impressions on things, including fashion, home décor, and entertainment, and brands are taking notice. You could say that more than previous generations, Gen Z prizes experiences over material possessions. Having grown up as digital natives in a world where they feel the need to be financially prudent, they are also more economically and socially prudent.
These are the ones that have grown up in a digital world and seamlessly blend traditional art forms with innovation, including digital forms and even artificial intelligence. Yet, they are socially conscious and generally hold socially progressive views, advocate for equality, and are concerned with sustainability and climate change. They value job stability, are less prone to impulse buying, and research extensively before purchasing, often preferring flexible, purpose-driven work over traditional corporate ladders.
A comprehensive U.S. government report on arts participation across generations shared detailed data showing that Gen Z and Millennials report the highest arts participation rates, both attending and creating art. Their broader generational report focused on trust, cultural engagement, community participation, and niche aesthetics for Gen Z. This understanding reveals how identity and subcultures shape artistic preferences. Younger collectors differ in interests, with Gen Z showing higher engagement in digital art, film/video art, and diverse “collectibles” compared with older generations. Survey data on where Gen Z buys art (digital platforms vs. traditional auction houses) show how this generation’s preferences differ from legacy collectors.
Wokewaves Magazine reports that this generation of creatives is consumers exposed to vast amounts of information and diverse perspectives from a young age, which accelerates their creative development. Platforms like YouTube, Instagram, and TikTok have democratized content creation, allowing Gen Z to reach global audiences and gain recognition for their talents without traditional gatekeepers. Immersion in digital culture seems to integrate creative activity into daily life more than previous generations.
Media platforms that didn’t exist a generation prior offer constant creative input and stimulation, creating a fluidity amid a wide variety of art forms, from traditional to the newest cutting-edge trends, and with the market changing into an online market. This is causing traditional markets to embrace and adapt. The projected value of the online art market is expected to reach a staggering $17.76 billion by 2030, driven largely by this generation’s engagement. They are strong and active in reshaping the creative art landscape. That sounds like good news for art, artists, and our creative cultural future.
Janet Sellers is an artist, writer, and speaker, communicating how art matters for our social, cultural, and financial well-being. Contact her at JanetSellers@ocn.me.
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