Art Basel and UBS Survey Highlights Gen Z as Leading Art Buyers in 2026

The Art Basel and UBS Survey of Global Collecting 2026 reveals Gen Z as the highest-spending generation among high-net-worth collectors. Conducted by Arts Economics with UBS, the study examined responses from 3,100 individuals in 10 key markets, including the US, UK, and China. Gen Z outspent older generations on fine art in 2025 and the first half of 2026, accounting for nearly half of USD 1 million-plus purchases.

Family influence remains pivotal, as 40% of Gen Z collectors began their collections through familial ties. Uniqueness and rarity in art ownership outranked expert and peer accolades, especially for Gen Z collectors, where 48% emphasized these attributes.

More collectors undertook independent research, with 80% of Gen Z using online resources and AI tools, marking a technological shift. The survey also noted growing interest in philanthropy and legacy planning, with 23% planning museum donations, underscoring a commitment to cultural preservation.