Gen Z Transforming the Art World

Jul 22, 2021
4 min read

Younger generations are using powerful tools like social media to stay connected on the go, quickly transforming these powerful networks into way more than just your average chat; art and culture haven’t been an exception. Brick-and-mortar art exhibitions, retail stores and their online extension are all in the control of Gen Z, with the group leading the way with what sells, how it sells and how well these industries perform. 

Statistics from the Survey of Public Participation in the Arts shows that there has been a decline in attendance for formal and physical art events every five years. The most significant reduction is audiences aged forty-five and less. “Arts Consumption Through Electronic Media,” a category tracked for the first time in the 2012 survey, shows that 71 percent of Americans participate in the arts electronically, compared to 49 percent who participate in the visual and performing arts in person. The 2017 data is assumed to show a continuation of these trends, and statistics from the recent pandemic have shown a drastic shift in consumption patterns.

Gen Z What makes them different

With the newer generation having access to the latest technology, they are more likely to express themselves through different mediums, such as promotions through cohesive and aesthetically pleasing Instagram grids and tapping into the world of art within seconds. 

In addition to this, the Zoomers generation has to buy power like no generation before them. But when it comes to an understanding of what makes them different to sell to and to appeal to, they are interested in the world of social, demanding uniqueness, individuality and transparency. Physical art galleries are no longer appealing to this spendy gen, making it a whole new chapter for galleries and exhibitionists to follow along. 

The power of branded marketing and big business names are no longer attractive to the eyes of a youngster who’s prepared to invest in something that sets them apart. Something diverse and better-appealing has been waiting to catch the viewer’s eyes, and virtual exhibits are finally becoming the new force to be reckoned with in the ever-evolving world of e-commerce. 


Online markets soar

Not only significant brands and premium galleries can enjoy these news technologies. Recent figures have shown that up-and-coming galleries could leverage new, virtual experiences to power to the top. Smaller galleries are more driven to create a digital experience that appeals to wider audiences, targeting foreign markets and dissecting demographics previously untapped. 

More than half of Gen Z (57%) said they would purchase art online. Instagram has been a driving force behind this growing trend, allowing serious collectors and critics to evaluate art. Writing in Tech.Co’s Simon Davies reported that Instagram encourages artists to communicate with people visually and innovatively, providing an opportunity for art-hungry Gen Z’s to connect emotionally. 

“Purchasing art online is an easy threshold for them, and some of this might have to do with the lower price tag that typically accompanies online art purchases, most of which are under $10,000,” notes Davies.

Not only has the online market offered a new platform for artists to sell their artwork, but it’s allowed the newer generation to demand different features such as price comparisons and recent sales figures when they are buying new artwork online. 

Emperia offers a solution that both artists and collectors can benefit from, allowing the artwork to be shown in vital detail and condition. The most powerful part of the buy and sell process is that the works are standard in quality, both online and offline. With online showrooms and galleries, it’s possible to present the artwork with online meetings, presentations and lifelike views that are even more comprehensive and zoomed in compared to your physical viewing. 

Skarstedt Gallery


Gen Z have been well-known for their demand in personalised experiences which assimilates the physical store experience. Using personal experiences means qualities such as 1-1 consultations, personal attention via chat and live video. artworkSocial media usageVIP tours are no exception, allowing collectors to tour the artwork in their own time and environment, and overall allowing no physical boundaries. 

This shows just how important the Gen Z transformation is, when it comes to art in our modern times. 

To see how you can get your own virtual experience today, view Emperia’s art page here.

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