The old hierarchy of collecting—painting first, sculpture second, and design objects somewhere below—no longer applies. According to the Art Basel & UBS Survey of Global Collecting 2025, released Thursday, Gen Z sees art, sneakers, digital assets, and design as part of a single cultural ecosystem—a portfolio that expresses identity as much as investment.

Authored by Dr. Clare McAndrew, the report shows that Gen Z collectors dedicate 26% of their total wealth to art and collectibles, the highest of any generation. Within that, 56% of their spending goes toward collectibles—far above the 41% average across all high-net-worth individuals.

Their collections look less like museum catalogues and more like lifestyle mood boards: limited-edition sneakers, luxury handbags, cars, watches, sports memorabilia, and digital artworks all share space. While Baby Boomers focused on fine art and antiques, and Millennials favored jewelry and design, Gen Z dominates nearly every other sector—from collectible handbags and sneakers (nearly five times higher than any other group) to classic cars, boats, and sports assets.

This shift reflects what the report calls a “widening definition of connoisseurship,” where art sits comfortably alongside luxury and design. Gen Z’s tastes cut across markets and mediums, shaped by their digital fluency and a seamless blend of physical and virtual culture.

When asked what they plan to buy next, 41% of Gen Z collectors named antiques, 40% jewelry, and about a third pointed to watches, design works, and collectible wine or spirits. Decorative arts and design—once sidelined—are seeing renewed attention, with buying intentions more than doubling among younger collectors.

Digital Art Goes Mainstream

Digital art has evolved from a niche into a core category. Paintings remain the top purchase choice (48%), followed by sculpture (37%), but 40% of Gen Z collectors plan to buy a sculptural work, and 26% intend to acquire digital art this year—up from 19% in 2024. Digital works now account for 13% of collections, a sharp rise from just 3% last year, driven by renewed interest in AI and generative art.

Digital art ownership also skews younger and more female: 32% of Gen Z women own at least one digital piece, compared with 49% of Gen X women who own none—a clear sign of comfort with virtual ownership rather than speculation.

Collecting as Identity and Content

For Gen Z, collecting is social, performative, and self-referential. It’s less about what hangs on a wall and more about how ownership expresses identity. As Art Basel CEO Noah Horowitz writes, “Collecting has become an expression of identity, shaped as much by personal pleasure and social connection as by financial motivation.”

The data supports that: 51% of collectors purchased artworks via Instagram without seeing them in person, while 35% completed purchases directly through social media links. The center of collecting has shifted—from the white cube gallery to the digital feed, where ownership itself becomes content.

To Gen Z, there’s little distinction between a Takashi Murakami print and a pair of Nike Dunks—both serve as cultural and emotional investments. As the report concludes, this hybrid mindset—part investor, part curator, part influencer—signals a profound transformation. The future of collecting may not be democratized but virtualized, where identity and ownership merge online.