Traditionally, a majority of luxury consumers are either digital aliens or digital migrants, but the new group of luxury consumers will be digital natives. Status symbols are important for the new generation, but while making purchase decisions, they also think about sustainability, the environment and the relevance of a product. Luxury brands thrive on telling their heritage and evolution stories, but is this the best way to connect with new-age consumers? What is the focus of millennial consumers when it comes to buying premium goods? What can brands do to build loyalty?