Meet Felicitas Morhart, founder of the Swiss Center for Luxury Research and a leading voice on behavioral science, branding, and luxury. She decodes why humans crave status and how authenticity, scarcity, and identity shape value.

In this conversation, Felicitas reveals the hidden drivers of luxury consumption, including evolutionary signaling, social stratification, self-identity, and belief systems. We explore how luxury evolves in the digital age, why experiences now trump goods, and how brands manage scarcity in a mainstream world. She also shares insights on generational shifts, streetwear, collaborations, and the future of luxury in an era of AI, body augmentation, and societal change.

Discover how psychology, culture, and power shape not just what we buy, but what we value, signal, and become.

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TIMESTAMPS:

0:00 – Introduction & Felicitas Morhart’s Background

3:49 – Brand Authenticity, Research & the Swiss Center for Luxury Research

8:53 – Why We Desire Luxury: Psychology, Status & Proof of Work

14:56 – The Evolution of Luxury: Digital, Mainstream & Experiential Trends

21:53 – Scarcity, Generations & New Forms of Luxury (From Hermès to Sneakers)

29:38 – The Future of Luxury: Collaborations, AI & Societal Transformation

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