Where is Generation Z actually spending their money? As their social media profiles function like supplementary resumes, they’re spending to build their personal brands online. Young people are investing in highly considered luxury purchases to help them achieve their professional goals by visualizing the life they want to lead, or the person they want to become, on digital channels.

Even well-off Gen Zs don’t have the once-promising career prospects as their millennial predecessors—and let’s be real, it’s hard to justify buying a $4,500 Murikami+LV bag with Afterpay if you have no prospect of money coming in.

The uber luxury market is the only one poised for genuine, sustainable, profitable growth. It’s time to forget about the ‘aspirational’ consumer, lusting after high-end, name-checked logos and settling for an over-packaged bottle of a marquee brand’s fragrance. Forget too, the quaint notion of ‘masstige,’ because life changes at the macro-level while marketers change at the micro-level.