More willing to spend, better informed, and—paradoxically—more discreet, Gen Z buyers favor thoughtful acquisitions and private circles. The study The Art Basel and UBS Survey of Global Collecting reveals a profound transformation in collecting practices.
The number of female collectors attending art events will be about 20% higher than that of men in both 2025 and 2026 (Art Basel/Sprüth Magers)
Conducted among 3,100 affluent collectors in ten key markets, including the United States, China, France, and Japan, the study places Gen Z at the center of the sector’s new dynamics.
According to the research, Gen Z collectors spend, on average, more than twice as much as collectors from any of the other generations surveyed. This financial strength, however, is accompanied by a less ostentatious approach to ownership. Contrary to popular belief, the youngest collectors are also the least likely to publicly display their acquisitions.
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Discretion Is Key
In fact, nearly 64% of the collectors surveyed prefer to keep their art collection private, sharing it only with family or a select circle of friends, compared to just 10% who seek external recognition. Even when they lend their works to museums, 30% prefer complete anonymity, and 47% opt for a discreet acknowledgment. Rarity, provenance, and exclusivity thus become more important markers of prestige than the listed price.
At the same time, another trend is emerging: digital tools are playing an increasingly significant role in the acquisition process. 58% of young buyers use digital resources to obtain advice or recommendations, and 22% of them use artificial intelligence apps—up from just 4% in 2024. Social media platforms, particularly Instagram and X, are cited by 32% of collectors.
A Growing Presence of Female Collectors
Amid this trend, inheritance continues to play a decisive role. According to UBS, 40% of Gen Z members began collecting under the influence of their families, while nearly 90% have kept the works they inherited. Despite living in an increasingly digital world, painting and sculpture remain the preferred categories.
The study also highlights the growing presence of female collectors, whose attendance at art events is approximately 20% higher than that of men in both 2025 and 2026.
Despite economic uncertainties and an unstable geopolitical climate, the data also shows that collectors’ confidence remains strong: 57% of respondents anticipate growth in the art market for the remainder of 2026.
Key Points:
- Gen Z spends more on art: their average spending is more than twice that of other generations surveyed.
- Discretion is becoming a new marker of prestige: 64% of Gen Z collectors keep their art collection a secret from all but their family or a select circle of friends.
- Digital technology is transforming purchasing practices: 58% of young collectors use digital resources for their purchases, and 22% of them use AI apps.
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