New Study from Volvo Shows Scandinavian Design is a Sign of Modern Luxury

New Study from Volvo Shows Scandinavian Design is a Sign of Modern Luxury

Volvo and Harris Poll have released a new study that revealed major shifts in Americans' perceptions of the luxury space and modern design. The study, Volvo Reports: Decluttering the State of Luxury, explored the impact of design on modern luxury, identifying a key shift in what consumers are looking for in luxury purchases.

While having a lot of "stuff" was once seen as a signal of wealth and status, Americans are now overwhelmingly looking to declutter and simplify their spaces as part of a new era in modern luxury. The study revealed 88% of Americans feel modern luxury should be both beautiful and highly functional as it relates to design, while traits like Quality (70%), Authenticity (39%), Personalization have surpassed traditional elements like Indulgence (29%) and Rarity (20%) when it comes to perception of luxury.

download: Decluttering the State of Luxury.pdf (2MB)

"While possessions and extravagance were once the driving forces behind luxury purchases, Americans are now actively looking to declutter and simplify their lives," commented Jim Nichols, Product & Technology Communications Manager for Volvo Car USA. Many of those surveyed noted the presence of too much stuff in their lives and equated a modern luxury lifestyle to removing excess, alongside beautiful and functional design.

Other findings from the study include:

- Compared to 10 years ago, modern luxury is: more inclusive and transparent (64%), minimalistic (63%)
- Americans see luxurious spaces today as: Clean (55%), Spacious (50%), Functional (45%)
- 61% agree that Scandinavian design is a sign of modern luxury
- 27% ranked Sweden as the top country associated with modern luxury
- 68% of Americans believe when it comes to modern luxury, less is more.
- 82% of Americans believe people have too much stuff; 84% of vehicle owners feel this way.
- 85% of Americans are actively working to declutter and simplify their spaces
- High income Americans are more likely to value visual design cues on interior materials (70%) and trim features (50%)