Purpose is the new luxury, as said by Wilderness Safaris CEO Keith Vincent. To further this point but in a different perspective, BOF editor Doug Stephans talks about having the freedom to pursue your passion is a great article on the trend that new customers are more interested in than living a life that they are free to pursue. As said in the article, it's the freedom to live where they want and work close by. The freedom to not work at all but to perhaps travel, to pursue passions or to volunteer. The freedom to pull up stakes and move abroad. Freedom from debt. The freedom to go off the grid, to exit the matrix. The freedom to have children without a partner or to partner without having children. Freedom, in every form, is what this generation most desires. And it is freedom that is by far becoming the rarest and most valuable commodity one can now attain.

Source:
https://www.businessoffashion.com/articles/opinion/the-future-of-luxury-is-freedom