Gen Z's art era: How the new generation is reshaping the art market online
Gen Z is firmly in its art era. And it’s a vibe. This generation, which has largely opposed traditional ways, is also shaking up the art market. And in true Gen Z style, much of it is happening online.
“Every gallery, every dealer, every auction house is now kind of married to Instagram,” says Dinesh Vazirani, CEO of Saffronart, adding that the best way to reach them is through social media, specifically image-based platforms. “When we introduced online viewing rooms, we noticed a wider and more diverse reach than through physical visits alone,” says Monica Jain, founder-director, Art Centrix Space, New Delhi.
Also read: From clubbing to kirtan, Gen Z find a new groove in bhajan raves
Over the last few years, galleries, artists and auction houses have seen a sharp rise of young collectors’ groups where there is discussion, debate, discourse. The outcome? Gen Z wants flexibility, transparency and low-risk entry points. “Gen Zers approach art less as a luxury category and more as part of their lifestyle. Something that has to feel relevant, ethical and culturally grounded,” says Manoj Mansukhani, director of AstaGuru Auction House.
Their influence is showing up in the rise of young contemporary artists, the popularity of regional voices and a noticeable shift toward artists who deal with issues like identity, ecology and technology. In India, fractional ownership has gained traction in real estate and collectibles, and art is naturally becoming part of this conversation. Gen Z starts with works under the `1–3 lakh bracket, often by mid-career and emerging Indian artists.
According to a Myartbroker.com survey, 96.3% of Gen Z say they buy prints “for pure enjoyment of the work.” For auction houses and galleries that means rethinking the white cube model.
Also read: Matcha isn’t just a trend, it’s a vibe for Gen Zoomers
Mansukhani shares that they have consciously expanded their auction calendar to include many more artists—especially mid-career and contemporary voices who resonate strongly with younger audiences— offering works across a vast range of price points. And, by introducing without-reserve sales—there’s no minimum price—they are making the collecting experience more approachable. All these efforts are aimed at meeting Gen Z where they are. Wearable art is also attracting them. “The percentage of Gen Z collectors has risen throughout 2025 and we welcomed most of them in the luxury segment, composed of watches, jewels and handbags,” says Sonal Singh, chairman of Christie’s India.
And how does the art world keep the momentum going with Gen Z? Vazirani’s advice is simple: “Try to understand their mentality. It’s not the same as yours.”
“Every gallery, every dealer, every auction house is now kind of married to Instagram,” says Dinesh Vazirani, CEO of Saffronart, adding that the best way to reach them is through social media, specifically image-based platforms. “When we introduced online viewing rooms, we noticed a wider and more diverse reach than through physical visits alone,” says Monica Jain, founder-director, Art Centrix Space, New Delhi.
Also read: From clubbing to kirtan, Gen Z find a new groove in bhajan raves
Over the last few years, galleries, artists and auction houses have seen a sharp rise of young collectors’ groups where there is discussion, debate, discourse. The outcome? Gen Z wants flexibility, transparency and low-risk entry points. “Gen Zers approach art less as a luxury category and more as part of their lifestyle. Something that has to feel relevant, ethical and culturally grounded,” says Manoj Mansukhani, director of AstaGuru Auction House.
Their influence is showing up in the rise of young contemporary artists, the popularity of regional voices and a noticeable shift toward artists who deal with issues like identity, ecology and technology. In India, fractional ownership has gained traction in real estate and collectibles, and art is naturally becoming part of this conversation. Gen Z starts with works under the `1–3 lakh bracket, often by mid-career and emerging Indian artists.
According to a Myartbroker.com survey, 96.3% of Gen Z say they buy prints “for pure enjoyment of the work.” For auction houses and galleries that means rethinking the white cube model.
Also read: Matcha isn’t just a trend, it’s a vibe for Gen Zoomers
Mansukhani shares that they have consciously expanded their auction calendar to include many more artists—especially mid-career and contemporary voices who resonate strongly with younger audiences— offering works across a vast range of price points. And, by introducing without-reserve sales—there’s no minimum price—they are making the collecting experience more approachable. All these efforts are aimed at meeting Gen Z where they are. Wearable art is also attracting them. “The percentage of Gen Z collectors has risen throughout 2025 and we welcomed most of them in the luxury segment, composed of watches, jewels and handbags,” says Sonal Singh, chairman of Christie’s India.
And how does the art world keep the momentum going with Gen Z? Vazirani’s advice is simple: “Try to understand their mentality. It’s not the same as yours.”
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