Wealth, Values, and the Future of Art Collecting: What The One Percent Are Buying in 2025

The world of art collecting is being rewritten by a new class of discerning buyers—young, diverse, and unapologetically global.

The latest Art Basel and UBS Survey of Global Collecting 2025 provides a rare window into the passions and preferences of High Net Worth and Ultra High Net Worth Individuals (UHNWIs), capturing how the world’s wealthiest are shaping the cultural conversation through art.

The Rise of Values-Driven Collecting Among the 1%

In 2025, UHNWIs allocated an average of 28 percent of their total wealth to art collections, up significantly from previous years. This upward trend reflects more than market confidence—it signals a deeper philosophical shift. Today’s elite collectors are seeking meaning, not just masterpieces.

Driven by legacy, values, and cultural relevance, 80 percent of UHNWIs plan to pass their collections to heirs, underlining a long-term view that transcends transactional art investment. For younger collectors—particularly Millennials and Gen Z—art is as much about identity and storytelling as it is about value appreciation.

Women and the New Aesthetic Power

In a dramatic pivot from old-guard assumptions, female UHNW collectors are now outspending their male peers by 46 percent on average, particularly in the United States, Japan, and Mainland China. More than half of the works in their collections are by female artists—an intentional rebalancing of gender equity within the art world.

This is a generation of women who are embracing risk, collecting across diverse mediums, and championing emerging artists. Unlike past collectors who gravitated toward traditional mediums such as oil paintings or sculpture, this cohort is acquiring photography, design, mixed media, and digital works with equal enthusiasm. While their focus isn’t necessarily on abstract art per se, their open-minded curation makes space for avant-garde expressions that mirror abstraction’s emotive force.

Cross-Collecting: From NFTs to Private Jets

Where Boomers once dominated the high-end art market with a classic focus on fine art and antiques, today’s younger UHNWIs are reimagining what it means to collect. Millennials and Gen Z now outspend their elders in categories such as design, jewelry, watches, digital art, and collectible sneakers, reflecting a shift toward lifestyle and experiential luxury.

Notably, Gen Z collectors reported the highest allocation to digital art, while Millennials were the most active in acquiring photography, prints, and paper works. Collectibles like classic cars, yachts, and sports assets also surged—indicating a convergence of aesthetic value and personal lifestyle for the 1%.

Art and the Language of Identity

With more than 3,100 HNWIs surveyed across 10 countries, including the US, France, Japan, and Singapore, the report paints a portrait of collectors who are both deeply personal and sharply strategic in their acquisitions.

As luxury increasingly intertwines with personal narrative, UHNWIs are using their collections to reflect values—identity, legacy, sustainability, and community. For many, this includes interest in works that convey environmental activism or cultural nuance. Though not the core focus, abstract art remains a subtle but persistent thread, particularly as collectors seek emotive pieces that transcend form.

Collecting Channels: From the Gallery to Instagram

Art fairs and galleries still dominate the top-tier market, but digital platforms are closing the gap. In 2025, 51 percent of HNW collectors made purchases through Instagram, with even more opting to buy directly from artists online. The democratization of access has not diluted quality—it has expanded reach and intensified curation.

High-end collectors are embracing hybrid approaches, often discovering talent through social media before engaging with galleries for provenance and acquisition. This evolution places an even greater emphasis on storytelling, digital presentation, and brand narrative.

What’s Next for UHNW Collectors?

Looking ahead to 2026:

40 percent of UHNWIs plan to buy more art.
96 percent plan to attend more art-related events.
One in four intends to donate works, highlighting the role of philanthropy.
Abstract, digital, and conceptual art categories are quietly growing in influence.

As wealth continues to shift to younger and more diverse hands, collecting will increasingly serve as a mirror of cultural values and aesthetic curiosity. For the one percent, art is no longer just an asset—it is a language of status, soul, and vision.