The rise of socially conscious art collecting: What next-gen buyers want

While describing the next generation of collectors Georgina Adam, Editor at the Art Newspaper, says that “they are motivated by causes their parents didn’t pay much attention to”. In her article, Five things I learned about the next-gen of collectors, she brings focus to Gen Z (1997 - 2012) collectors who are fundamentally different in their approach to art collecting. Analysing this new collector: their influences, tastes, motivations and focus is essential for the growth of the art market, allowing it to expand and change with the times. 

One of the most interesting changes in the market is a rising awareness that art is a unique asset that allows collectors the ability to support and champion causes they believe in. This is clearly visible in the steady rise of investment in female artists. In March 2024, it was reported that 26% of inquiries on Artsy overall in 2024 were for works by women artists, while this figure might be far from market parity with male artists, it has grown from the 17% that was reported in 2019, signifying a growth. Similarly, commercial inquiries in the top 100 on Artsy have grown to 13 from 11 in 2023 and an abysmal 7 in 2019. This is mirrored in Artscapy transactions with 18% centred on female artists who continue to achieve record-breaking sales and increasing visibility. Artists such as Tracey Emin, Yayoi Kusama and Karyn Lyons are included in this list of increasingly sought after artists. 

An increasing investment in contemporary artists also correlates to “NextGens having different tastes, liking women artists, Surrealists, Basquiat, KAWS and even Banksy”, as Adam puts it. In 2024, 48% of galleries selected artists born in or after 1975, often referred to as ultra- contemporary artists, as most important to their business. This was followed by 32% selecting artists born after 1990. 

This shift from Old Masters, not that the demand for them doesn’t still exist, to young, budding artists symbolises both: 

A desire to invest in powerful and relevant art that represents diverse communities and speaks to a global and unified world. 

This rising interest is evident in the case of Slawn (born Olaolu Akeredolu-Ale), a London-based Nigerian artist known for blending street art with Abstract Expressionism, who saw the greatest increase in inquiries at more than a 1000% growth on Artsy in 2024. 

Similarly, South Asian artists have been gaining popularity with major exhibitions in the past year at the Barbican Centre, Victoria and Albert Museum and Serpentine Gallery in London, the Metropolitan Museum of Art in New York, the Centre Pompidou in Paris - all within the past year. Together, these developments highlight a curatorial shift toward championing artists from diverse backgrounds.

Arpita Singh at the Serpentine Gallery 2025. Photo: © Rhea Mathur.

This trend also aligns with Adam’s pointed question, “Do they want stuff?”, referencing a documented trend that Gen Z is less interested in material consumption. For this generation, meaningful purchases and experiences take precedence over accumulating clutter. Sustainability and environmental concerns frequently enter these conversations, framing the purchase of meaningful art as a luxurious yet worthwhile investment.

A pressing need for affordability, flexibility and easy liquidity in all purchases

Liquidity defines how quickly and easily an asset can be converted into cash without affecting its market price, which has long been a challenge in the art world. However, this is now changing, allowing young collectors to invest in art as both physical and cultural capital, knowing it is just as easy to sell as it is to purchase. This allows a generation that is more invested in travel than a big house to approach art as an affordable asset. 

At Artscapy, this process of buying and selling is made extremely seamless, making the art market a less hostile and more welcoming space. With a 96.2% sell-through rate within 3 months, Artscapy uses a powerful analytics engine that pulls together insights from both their own transactions and the external market data. This same technology supports their art-secured financing, so collectors can access funds for new investments or other opportunities without having to sell existing artworks, or access funds before the sale occurs.

The truth is that art has always been a valuable asset, alongside being a luxurious commodity. However, with Gen Z’s growing disillusionment with institutions and their desire to break the mold, art is actually becoming more affordable and more liquid, while continuing to represent the social milieu of our times. This is evident in how collectors are using art more strategically: while 56% of all collectors see art as part of their wealth strategy, that number jumps to 98% among millennials and Gen Z.

The art market is clearly changing, it is becoming more approachable, more accessible and more inclusive. The question is, are you ready?