Is Gen Z Rewriting the Rules of Art Collecting?
Five Gen Z collectors on how they discover art, what they’re willing to spend, and why human connection matters more than resale value.
Katie Bone
Thursday 13 November, 2025
Gen Z is stepping into the art market’s spotlight. Born between 1997-2012, those at the older end of the spectrum are now in their late 20s, and it’s energising to see that many find themselves in a position to prioritise collecting art. For those who can collect, even at modest price points, something’s shifted.
Where older generations waited for financial stability or followed established paths through galleries, Gen Z is creating their own rules. “This generation will buy for the love of art and for what the artist represents,” says Runa, a Gen Z collector from London.
We spoke to five Gen Zers about how they discover art, what they’re willing to invest in, and the challenges they see ahead. Here’s what we learned…
How they discover art
If there’s one thing that unites Gen Z collectors, it’s their relationship with social media. But it’s more nuanced than “they buy art on Instagram.” Social media serves discovery, but not necessarily purchase. Frank Burberry discovers work “largely through social media” but says collecting is more considered. Olivia Denholme-Parker is clear: social media is “where most people my age are exposed to new artists,” but “galleries, fairs, and pop-ups are the next step and make the experience feel more personal and exciting.”
Lilya McGinley remembers when Werner Bronkhorst’s miniature surfers went viral on TikTok earlier this year. “Social media can really change people’s perception of what’s trendy. This could either mean everyone will end up with the same art on their walls, or perhaps this is a good thing because social media can put the spotlight on a wider variety of artists.”
A recent Art Basel & UBS Survey found that 63% of collectors purchased directly from artists in 2024-25, whether through studio visits, commissions, or social media, more than double the rate from just two years earlier. While online art sales are growing, purchasing in person remains important to Gen Z collectors who seek direct connection with artists.
As Claire Perrin puts it: “The feeling of seeing the face who buys your work and having that interaction is something special that can’t be recreated digitally.” In an increasingly digital world, human connection has become essential for collecting art.
Investing in what matters
Where older collectors waited for career stability to buy art, Gen Z is starting now. Not because they have more money, but because they’ve reframed what collecting means. They’re not just buying art because they can, they’re doing it because art is integral to their life and values.
“I see it as something truly lasting, a keepsake you can treasure forever,” says Olivia Denholme-Parker. “Collecting now means that by the time I’m older, I will have already built up a collection that feels personal and meaningful.”
The financial commitment is significant, though amounts vary. Claire Perrin dedicates 50% of her leftover income to collecting. Olivia’s sweet spot is £50-£250. Frank Burberry started with prints before making “the next leap up” to originals.
Frank Burberry: “I prioritise building my home above other purchases. Often I save up to buy ‘something’, sometimes that ‘something’ is known, sometimes it’s just a pot to save once I find what it is I want.”
The criteria has shifted. These Gen Z collectors aren’t asking “What’s the resale value?” They’re asking “What does the artist stand for?” It’s a fundamental reorientation towards art as expression, not investment.
Challenges ahead
Gen Z collectors are optimistic but not naive about the challenges ahead. The 2025 Art Basel & UBS Survey, which found that nearly three-quarters of respondents were Gen Z or Millennials, revealed both enthusiasm and realism about the market’s future.
“I think our generation is making art far more accessible on a global scale, largely thanks to social media,” says Olivia Denholme-Parker. “That shift benefits new collectors and helps artists reach a much wider audience.”
But this optimism sits alongside economic reality. Frank Burberry notes that “as pressures in the economy and housing affordability rise, the original art market is likely to feel a squeeze.” It’s a contradiction many young people face: wanting to invest in things that matter whilst navigating a world where property ownership feels increasingly out of reach.
Perhaps more interesting is what these collectors see happening to the market itself. Claire Perrin predicts structural change: “I unfortunately see the galleries slowly starting to close with the increase of social media where collector and artist can connect straight away.” But she doesn’t see this as entirely negative. “I do however see art fairs increasing, as the feeling of having that interaction is something special that can’t be recreated digitally.”
It’s a vision of a more direct, more transparent art market where traditional gatekeepers matter less and personal connection matters more. Gen Z collectors are voting with their wallets for accessibility, authenticity, and direct artist support.
So, what do Gen Z collectors want?
They’re digital natives, yes, but also pragmatic and socially conscious. They seek authenticity, value inclusivity and diversity, and want their collections to reflect those principles. As Runa puts it: “pieces that enhance a space in an emotive way, as well as increase in value over time will take precedence over some of the more traditional approaches.”
They want spaces where artists at accessible price points gather, where they can ask questions and make informed decisions. Where discovery moves from screen to real life. Lilya McGinley found this at her first Affordable Art Fair: “I set myself a budget and went in with the intention of buying something if I saw something I loved.” She spent just under £1,000. For a young collector navigating today’s cost of living, it was a significant decision. But it was the right one because the piece meant something to her.
Gen Z collectors aren’t waiting for financial perfection or following prescribed rules about what makes a “proper” collection. They’re starting now, with what they can afford, buying art that matters to them. As this generation grows, the spaces that succeed will be those where artists and collectors can connect in person at accessible price points – spaces like Affordable Art Fair. It’s a small but meaningful shift in how a generation thinks about collecting. And it’s worth taking seriously.
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