What the Next Generation of Art Collectors Actually Cares About
Why Younger Buyers Are Redefining Value in 2025
Scene from a Young Collectors Party at the Guggenheim Museum.
Courtesy of Guggenheim / YCC Archive
A generational shift is reshaping the art world—not just in wealth, but in values. Today’s under-40 collectors are entering the market with new priorities: identity, alignment, and access. As legacy collectors slow down, a younger, more connected cohort is stepping in—not just buying art, but changing what collecting means.
They’re Buying to Reflect Identity, Not Just Investment
The outdated image of the suit-and-tie collector with a blue-chip Rolodex is fading. Many next-gen collectors come from tech, fashion, or creative industries, and for them, art is personal. It’s not just a financial asset—it’s a form of self-expression.
According to Artsy’s 2024 Collector Insights Report:
“Millennials now make up 52% of collectors using the platform, with 73% citing emotional connection or personal resonance as the primary reason for purchase.”
Collector Raphaël Isvy with a work by George Condo.
Courtesy of Raphaël Isvy
Instead of tracking auction records, these collectors are tracking meaning. They’re looking for artists whose practices intersect with their own beliefs—issues like identity, mental health, technology, or environmental impact. As one Los Angeles-based advisor put it:
“My clients in their 30s don’t ask, ‘What’s the resale value?’ They ask, ‘What does the artist stand for?’”
They’re Skipping the Traditional Gatekeepers
Next-gen collectors are discovering artists on Instagram, Substack, Discord, and TikTok. They buy through DMs, shop directly from artists, and explore art via digital platforms like Artsy, LiveArt, and even Patreon. Legacy institutions still matter—but they’re no longer required.
According to the Artnet x Morgan Stanley Intelligence Report 2023:
“Collectors under 40 are 60% more likely than their older counterparts to purchase work through digital channels.”
→ Artnet Intelligence Report
This democratization of access has opened the door to more diverse voices—on both sides of the market.
Artist Mark Bradford with emerging collectors during a gallery walkthrough.
Courtesy of Hauser & Wirth / Education Team
They Want to Be Part of the Story
For this generation, collecting is about connection—not conquest. They want to follow artists’ journeys, show up at their openings, repost their work, and feel early. That sense of participation is driving interest in emerging and mid-career artists—especially those operating outside legacy centers like New York and London.
A March 2024 Artsy editorial noted: “Demand for first and second solo shows has nearly doubled in the past year, especially in secondary markets like Detroit, Mexico City, and Seoul.”
→ Artsy Editorial – Market Trends
“Younger collectors don’t need a big name on the wall,” a gallerist told us. “They want to be part of a moment—before everyone else.”
They Collect Differently—And That’s a Good Thing
From organizing their collections in Google Drive to turning their apartments into mini-museums, this generation is making collecting more visible, fluid, and story-driven.
Huma Kabakcı, founder of Open Space Contemporary, in her personal collection archive.
Kayhan Kaygusuz / Courtesy of Huma Kabakcı
They’re also bridging the gap between collector and curator—funding shows, starting nonprofits, and creating digital projects that reframe what private ownership can look like in a public-facing world.
What This Means for Artists, Advisors, and Galleries
This isn’t just a shift in style—it’s a shift in substance. Artists with strong narratives and consistent digital presence are thriving. Advisors and gallerists who understand these buyers—who speak their language, use their platforms, and know how to tell stories—are better positioned than ever.
The rules are being rewritten. And if you’re still selling the way you did ten years ago, you’re already behind.
Looking to connect with this next generation of collectors—or organize your collection to better tell your story?
[Reach out here →] ✏️
