Broadening the Concept of Luxury: Transformations and Contributions to Well-Being

Luxury has always been an intrinsic part of human societies. Prior research shows how luxury transforms from being-to-having and owning-to-searching for meaningfulness via shifting from having-to-being and from owning-to-experiencing. The study here is a critical commentary of foundational literature that includes examining the ongoing luxury transformation in the ongoing COVID-19 era in a world of climate change and disaster displacements, environmental degradation, and awareness of future pandemics. Building on prior advances in luxury transformations and the macromarketing literature on well-being, this commentary takes a fresh look at the prevailing role of luxury and its accompanying well-being in Western European societies amid the progressing tripartite storm. This critical commentary serves to clarify and broaden luxury's meaning and roles in making the shift from a micro individualistic focus to a macromarketing sustainable foundation. Entering the fourth year of COVID-19, the commentary implies that luxury goes beyond experiencing to catalyze cherishing self-care, nurturing, and the well-being of others.