Who will win over the Gen Z collector?

Younger generations are changing the way art is collected. In a column for the Financial Times, market writer Melanie Gerlis looks at how buyers in their twenties discover art through social media, start with accessible prints and editions, and support museums in new, more open ways.

For galleries, auction houses and museums, the question is who reaches this audience first. For artists, it opens a direct path to new collectors who follow their work online long before they buy.

Source: Art Spell