Humanistic Capitalism: Luxury Brands' Cultural Marketing for Sustainability

This research paper investigates how luxury brands are embracing humanistic capitalism through cultural marketing strategies. By examining the intersection of luxury, sustainability, and human-centric approaches, the study analyzes how premium brands are redefining their role in society beyond traditional profit-driven models. Drawing on market research and consumer insights, particularly from Chinese Gen Z consumers who demonstrate strong alignment with sustainable values, the paper explores three key dimensions of humanistic luxury marketing: the preservation of intangible cultural heritage, employee engagement and education, and community lifestyle development. Through analysis of initiatives by brands such as Prada, Burberry, and ARC'TERYX, the research demonstrates how luxury companies are successfully integrating profit with purpose. The findings reveal that luxury brands are increasingly adopting cultural marketing strategies that promote social development while maintaining their premium positioning. This research contributes to understanding how humanistic capitalism provides a framework for luxury brands to achieve commercial success while fostering cultural preservation and social responsibility, suggesting a new paradigm in luxury marketing that emphasizes human values alongside traditional luxury attributes.